The Challenge: There was no challenge or brief for this case. It was us who wanted to create something for good cause, in this case: Pride.
The Idea:
Pride has been celebrated in Amsterdam since 1996. And it is still as important as ever.
If anything, it’s only becoming more and more important because of the many changes happening in the world right now. Pride is about visibility and the right to exist, especially for those of us who still have to fight for that right.
The thing is, diversity isn't an exclusively human trait: in nature, queer behavior is the common order rather than the exception. We could learn a thing or two about that. For Pride 2025, in collaboration with ARTIS, we launched the message “Omarm je aarde - Love your nature” as a tribute to the diversity of all life on Earth.
We did so with our own take on the classic Pride flag. Nature comes in all kinds of forms and colors - literally. That’s why we incorporated visual prints of animals and plants who have traits of sexual and gender-diversity, into a colourful new design of the Pride flag.
The flag was visible throughout the whole city of Amsterdam on different OOHs, during the two weeks of Pride 2025. Additionally, queer employees of ARTIS waved our flag proudly whilst standing on the ARTIS boat during the Canal Parade.
Created at NATWERK 2025