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Celebrating Diversity | Guaranteed Rate
Project type
Magazine Campaign
Date
July 2022
Location
Various locations in Chicago, IL
The Ask:
Celebrate and show appreciation for the company's Employee Resource Groups: (PROUD for LGBTQIA+ employees, LEAD for BIPOC employees, GROW for women employees) in the 2022 Who's Who issue of the Chicago Agent magazine, a magazine for Chicagoland real estate agents. The client wanted to show appreciation as well as signal to agents that we are a welcoming partner to work alongside.
The Process:
Chicago is a beautiful and diverse city. There are so many hidden gems across the city that people often overlook. My Art Director, Paul, and I wanted to connect the company's pride with the city that is home to both these Loan Officers and this company. So for example, we wanted to do our PROUD shoot in Boystown, an iconic LGBTQIA+ friendly neighborhood, set against one of the beautiful rainbow-painted walkways. We created storyboards and then co-directed photoshoots that felt empowering but also approachable. I wanted to go with minimal copy to keep the emphasis on the people in that same tone.
The Result:
The stakeholders all loved it. And the Loan Officers involved expressed a sense of pride to be a part of these ads.
