The Smartfood brand wanted to spark smart choices by celebrating all love for an inclusive Valentine's day season. In addition to limited edition packaging for Walmart, we were asked to design special edition packaging to incentivize donations to GLAAD and help raise awareness and acceptance for the LGBTQ+ community.
Our approach was to be all-inclusive and authentic from the very beginning. We leveraged GLAAD as our guide and collaborated with queer artist, Ari Liloan, to express a compelling and meaningful message about love. The idea was to think beyond an exclusive, traditional Valentine's day narrative and celebrate all the colors of love as well as honor the different identities within the LGBTQ+ community.
And then we were inspired even more by the artist, Ari Liloan...
Influencer kits were designed to showcase Ari Liloan's artwork, raise awareness for the LGBTQ+ community, and spark smart actions. Each kit included the special edition packaging, a collectible zine to showcase the artist and highlight different identities within the LGBTQ+ community and their flag’s symbolic color palettes, and a stationery set to encourage people to reach out to someone they love. Influencers shared the kit on social media platforms and shared their unique love stories to their followers.
Strategy expert, copywriter, and partner in crime: Leirum Rivas
CREATIVE DIRECTOR SUSAN GORNELL COPY WRITER LEIRUM RIVAS TEAM DESIGNER BRANDON DELOACH