For Amazon's 2022 Pride Month digital campaign, we knew the concept had to be big. We have one of the largest platforms to share our message, how do we amplify queer voices?
Pride Out Loud is a rallying cry. It's a refusal to be quiet or back down. With this statement leading all creative efforts, we were able to position Amazon as a proud and powerful ally to the LGBTQIA+ community.
We partnered with the talented
Carmela Caldart to create a dialed up identity. Rooted in joy and resistance, the work serves to counter the pervasiveness of rainbow washing while paying tribute to activist Marsha P. Johnson.
MANIFESTO
They see pride as a parade.
We see a protest.
They see dancing and debauchery.
We see freedom to celebrate.
They see rainbows everywhere,
but we see joy,
and the layers of resilience behind every shade.
No matter what the world sees,
pride will always break through,
always turn up the dial.
And despite being banned, blacked out, and burned,
your pride is supported by us. Because here at Amazon,
we’ve provided award-winning films to inspire you,
life-changing novels to support you,
and music and anthems that lift you higher.
Our pride lasts beyond June.
Our support for the community and our employees goes on forever.
So we’ll keep the volume high
and our colors brighter than ever,
Until the world sees and hears all of us for who we are.
