Contribution: Event name, brand writing, launch campaign
In 1953, the first Jewish Pride Parade walked in Brooklyn, NY and grew in numbers, popularity and excitement each year it was held.
Until it plateaued.
Marking 60 years, a new generation of organizers committed to recapturing the grandness and momentum—the live bands, the skywriting, the floats, the headliner musical performances—of this event.
Inspired by the openness, welcome and purity of Jewish pride that the parade represents, we stripped it down to its core: The Great Parade. No modifiers needed.
Within 2 years, the unifying name and brand assets were adopted by regional parades in over 20 countries where they continue to grow year over year.
AGENCY:
Spotlight Design
CREATIVE DIRECTORS:
Moishe Muchnik, Zalman Stock