PINKDOT x GOODSTUPH COLLABORATION 2021
Love Is Brighter
The ask:
Create hype and awareness for PinkDot 2021’s ‘Let Light Lead the Way’ campaign, highlighting Goodstuph Singapore’s collaboration with the event.
The solution:
We launched a series of Goodstuph exclusive merch with the theme: Love is Brighter. With all the violence experienced by members of the LGBTQ+ community and its allies while in isolation, it’s easy for us to fall prey to feelings of helplessness and despair. We remind everyone that hate never wins because Love Is Brighter.
Key Visual
For 2021 PDxGS Collaboration, we wanted to play around with the motifs of light and love. Front and centre, we illustrated the Goddess of Love, accompanied with a tagline of “Love is Brighter”. The visual is about sending a message of hope and positivity to all members of the LGBTQ+ community, especially those who have experienced discrimination. It is also a reminder that the light of love is always brighter than hate.
Social Media Assets
Teaser
We teased out the campaign by giving our audience a sneak peak of the key visual in the form of a phone wallpaper. We asked our audience to screenshot the wallpaper prior to the launch and set a countdown timer to create hype around the merch launch.
Engagement
To engage our audience, we created a contest asking our audience to leave a comment with a message of love for our GOODSTUPH Goddess to win exclusive Pink Dot x GOODSTUPH merch.
PDxGS & The T-Project Collaboration
This year, we shine the spotlight on the trans community by launching merchandise in line with Pink Dot Singapore 2021, with proceeds going to The T Project. The T Project is a Singaporean social service group providing shelter and other social services for the transgender community. Our campaign features portraits of 5 members from the local transgender community (Nicole, Cayes, Honey, Chris and Rhea), putting them in the spotlight and on a pedestal with a crown on their heads, bringing them to the forefront in this edition of the Pink Dot. The photographs were posted on Goodstuph's Instagram and Facebook pages, dedicating each post to different individuals who have been given the titles the Goddess of Love, the God of Harmony, the Goddess of Horizons, the Goddess Of Iridescence and the God of Fables.
PDxGS Merchandise
Drawing inspiration from this year’s theme of “Let Light Lead the Way”, the merchandise line-up includes a t-shirt, a set of holographic stickers, and an exclusively-created candle. The candle comes in the limited-release scent “Smells like the Gay Agenda” and was done in collaboration with Candles of Light.
