More Than All Right?

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  • 2021

  • Communication
    Branding and Identity

Designed By:

  • McCarthy
  • Stephen McCarthy, Matt Kitto
  • Joel Kitto, Richard M. Burson
  • Stefan Downs

Commissioned By:

Allright?

Designed In:

New Zealand

A rainbow campaign in celebration of Christchurch, Ōtautahi’s amazing LGBTQIA+ communities. Launching during Pride Week, the campaign offered love, hope, visibility and reassurance, affirming that whatever our journey and however we identify, being exactly who we are is more than all right. While research revealed the community were optimistic, people reported many obstacles in everyday life — from stereotypes at home and fear of coming out, to challenges at school and work.


  • CHALLENGE
  • SOLUTION
  • IMPACT
  • MORE

  • A challenge for this campaign was to resonate with the hugely diverse range of people who make up the rainbow community. We found one way to tackle this was to find unifying principles and common ground - themes that resonated with people regardless of sexuality or gender identity. Ultimately More Than All Right is about the freedom to be ourselves without the need to hide or change anything. It also signals that this 'campaign' is bigger than All Right? (The Client) - that there were already people doing great things in the space, and that we all have a part to play.

  • In response to the desire for visibility, a photo-based concept actively involved people from the LGBTQIA+ community. We introduced the universally recognised 'rainbow' symbol in a unique way, by using a coloured light across faces. From a technical perspective, achieving the vibrant rainbow finish was extremely challenging, with multiple tests involving prisms and projections to achieve the final result requiring very little post production. In execution, the imagery is applied with the 'More Than All Right' message and paired next to simple black and white posters housing the unifying principles - whoever you love, whatever your story and however you identify.

  • The campaign was extremely well received by those in the LBGTQIA+ community and the general public alike. With numerous emails of support and validation from the community it reduced many to tears as finally their voice was been heard. Polytechs and Universities used our resources, posters and social campaign to roll out over Pride week here in New Zealand and it was adopted by the local LGBTQIA+ community for that month. All Right? were inundated with messages of adoration and support for the campaign and it has been one of the most well recognised in their 10 year tenure.

  • Simple portrait photography mixed with a technical challenge to achieve a vibrant rainbow finish. Multiple tests involving prisms and projections to achieve the final result requiring very little post production.