Young Lions/Pride

→ Art Direction

Young Lions Competition is a contest for young professionals. After the announcement of the brief, the team (art director and copywriter - aged 28 or under) has 48 hours to create and submit the work. 

Tasks for the creative brief were to invite people to Pride parade and to change their perception of the march for human rights of LGBT community, by using only double spread in magazine. 

We used famous slovak song “ Do batôžka” ("Into the small bag") by Jaro Filip. This text says that we would have been happier without affectation and prejudice. By adding bag handles to the magazine pages, we created the small bag. We wanted people to pack their prejudice into this small bag to the Pride and symbolically throw them to the water. Just as it is written in the song. The big advantage of this unconventional print ad was that people marched the city with the message written on the small bag so that the others could read it too and join them.

Client: Open Society Foundation

Art Director: Katarína Hutníková
Copywriter: Pavol Pružinec

Year: 2015

AWARD: GOLD PRIZE (Print Category)