Our main focus was to uplift the voices of the queer community while also driving an undeniable emotional connection back to the Target brand. We wanted guests to feel that “Target sees and supports their community” by aligning with Gen Z’s shared values of connection, community, and authenticity.

We gave guests the perfect opportunity to customize their Pride look with rainbow hair extensions and body gems. At the same time, our colorful mirrored gallery walls (featuring celebratory Pride messaging) provided an excellent selfie capture moment but also a moment of self-reflection.

The GLSEN lounge was a comfy spot for friends and chosen family to take a break from the summer sun and festivities. We outfitted the space featuring bean bag chairs, Target Pride pillows, umbrellas, and key GLSEN Pride messaging. While passing out Target-branded fans, pronoun buttons, and more.

Our engaging BAs hyped attendees, encouraged social sharing, and got them excited about the touchpoints and photo moments. We kept sustainability front of mind by re-using the iconic #TakePride letters letting attendees put the “I” in PRIDE.

We closed out the Pride weekend celebrations by participating in the annual parade. We used the existing pinwheel float, a jamming Pride-focused playlist, and Target marchers that provided swag to bystanders for a cohesive, festive look.

Location: New York + MPLS

Role: Copywriter + Creative Strategy

Produced By: MKG