Be Vizzible

The Brief: Vizzy Hard Seltzer wanted a Pride program. They donated $1 million to the Human Rights Campaign, but how could they turn their goal of being inclusive into something that felt relevant to the actual LGBTQ+ buyers of hard seltzer?

The Idea: Most LGBT folks feel like corporate Pride programming doesn’t speak to them — it centers on cis white gay men, and it doesn’t capture the nuance of actual LGBT identity. As a bisexual creative myself, this program spoke to me on a personal level. So we created Be Vizzible — a campaign actively supporting and amplifying the voices of the full spectrum of LGBT folks, so that everyone has a chance to feel seen, heard and represented.

How It Came To Life:

• Through partnership with local organizations, we turned over our platform to share their stories and to raise funds for their causes. In the San Francisco market, we partnered with Team Bare Chest Calendar. And we were able to feature a trans man and the leather community front and center in our Vizzy Pride messaging.

• Across markets nationwide, we crafted Snapchat filters that let folks self-select from the lesbian, gay, bisexual and trans flags respectively to actually have a filter that represents their identity, instead of simply one overarching Pride flag.

• Our QR codes on packaging and tools directed our audience to resources from the Human Rights Campaign — actively supporting the community instead of just marketing to them.

The Team: Strategist: Katie Shanager, CD: Kyle Reading, AD: Russell Mank