HEMA loves everybody and everybody loves HEMA. Holland’s most loved retail brand is cherished for its long history, Dutch design and hero products. Smoked sausage and custard pie are as synonymous to HEMA as wooden shoes and windmills are to Holland. Holland is also famous for its tolerance. However, the gay community still struggles for acceptance. So when EuroPride came to Amsterdam, HEMA decided to make a statement. We turned our most valuable brand icons into symbols of love. Sausage loves sausage and pie loves pie.
We simply put this message on a T-shirt and made it available in selected stores in Amsterdam. With help from the gay community and influencers the news spread fast.
People took great pride in wearing the shirts and shared their pride. During EuroPride the most popular hashtags were not only EuroPride and Gay, but also #smokedsausage and #custardpie. HEMA’s brand icons gave people a way to express themselves and most importantly a way to celebrate love.
Profits were donated to Gay-Straight Alliances, to make schools safe for LGBT students and teachers.
- SAN Award - Smart Idea
- ADCN Award - PR
- Esprix Award - Small Budget