For World Pride in NYC in 2019, Oreo created special-edition packaging celebrating gender and pronouns.

Over 45,000 of these Oreo "pronoun packs" were produced and given away at the World Pride parade in New York City. In deciding how to represent the idea of "His, Hers, and Theirs" we split the production run into 3 different designs, having a separate design for each pronoun. This had the added bonus of allowing pride participants to choose the pack that they personally related to the best. 

For World Pride in NYC in 2019, Oreo created special-edition packaging celebrating gender and pronouns.

Over 45,000 of these Oreo "pronoun packs" were produced and given away at the World Pride parade in New York City. In deciding how to represent the idea of "His, Hers, and Theirs" we split the production run into 3 different designs, having a separate design for each pronoun. This had the added bonus of allowing pride participants to choose the pack that they personally related to the best. 

For World Pride in NYC in 2019, Oreo created special-edition packaging celebrating gender and pronouns.

Over 45,000 of these Oreo "pronoun packs" were produced and given away at the World Pride parade in New York City. In deciding how to represent the idea of "His, Hers, and Theirs" we split the production run into 3 different designs, having a separate design for each pronoun. This had the added bonus of allowing pride participants to choose the pack that they personally related to the best. 

For World Pride in NYC in 2019, Oreo created special-edition packaging celebrating gender and pronouns.

Over 45,000 of these Oreo "pronoun packs" were produced and given away at the World Pride parade in New York City. In deciding how to represent the idea of "His, Hers, and Theirs" we split the production run into 3 different designs, having a separate design for each pronoun. This had the added bonus of allowing pride participants to choose the pack that they personally related to the best. 

For World Pride in NYC in 2019, Oreo created special-edition packaging celebrating gender and pronouns.

Over 45,000 of these Oreo "pronoun packs" were produced and given away at the World Pride parade in New York City. In deciding how to represent the idea of "His, Hers, and Theirs" we split the production run into 3 different designs, having a separate design for each pronoun. This had the added bonus of allowing pride participants to choose the pack that they personally related to the best. 

The colors of the packs are inspired by pink, blue, and white of the transgender flag, and each contains all of the colors to some degree.

We went with this complex and mind-bending "impossible structures" design to convey the complexity of gender, and how the trans journey is anything but straightforward.

The colors of the packs are inspired by pink, blue, and white of the transgender flag, and each contains all of the colors to some degree.

We went with this complex and mind-bending "impossible structures" design to convey the complexity of gender, and how the trans journey is anything but straightforward.

The colors of the packs are inspired by pink, blue, and white of the transgender flag, and each contains all of the colors to some degree.

We went with this complex and mind-bending "impossible structures" design to convey the complexity of gender, and how the trans journey is anything but straightforward.

The colors of the packs are inspired by pink, blue, and white of the transgender flag, and each contains all of the colors to some degree.

We went with this complex and mind-bending "impossible structures" design to convey the complexity of gender, and how the trans journey is anything but straightforward.

The colors of the packs are inspired by pink, blue, and white of the transgender flag, and each contains all of the colors to some degree.

We went with this complex and mind-bending "impossible structures" design to convey the complexity of gender, and how the trans journey is anything but straightforward.

Credits

Credits

Credits

Credits

Credits

Agency—360i
CCO—Menno Kluin
ECDs—Piper Hickman, Wei Wei Dong
Art Director—Larry Gordon
Design Director—Brian Gartside
Designer—Sophia Del Plato
Producer—Adrienne Darnell
Copywriter—Jessica New

Agency—360i
CCO—Menno Kluin
ECDs—Piper Hickman, Wei Wei Dong
Art Director—Larry Gordon
Design Director—Brian Gartside
Designer—Sophia Del Plato
Producer—Adrienne Darnell
Copywriter—Jessica New

Agency—360i
CCO—Menno Kluin
ECDs—Piper Hickman, Wei Wei Dong
Art Director—Larry Gordon
Design Director—Brian Gartside
Designer—Sophia Del Plato
Producer—Adrienne Darnell
Copywriter—Jessica New

Agency—360i
CCO—Menno Kluin
ECDs—Piper Hickman, Wei Wei Dong
Art Director—Larry Gordon
Design Director—Brian Gartside
Designer—Sophia Del Plato
Producer—Adrienne Darnell
Copywriter—Jessica New

Agency—360i
CCO—Menno Kluin
ECDs—Piper Hickman, Wei Wei Dong
Art Director—Larry Gordon
Design Director—Brian Gartside
Designer—Sophia Del Plato
Producer—Adrienne Darnell
Copywriter—Jessica New