Brands & Communication Design
The best projects, designers, and agencies in the field of communication design are honoured in the Red Dot Award:…
Pride is an empowering emotion that everyone deserves to feel. For queer people, however, embracing pride in who they are is often met with societal barriers. Discrimination and homophobia persist in many parts of the world, making it difficult for queer people to experience the joy and confidence that should be universal.
The Lufthansa Pride Campaign 2023, titled “The World Says Yes to You”, seeks to counter this reality by celebrating queer people and the safe spaces they have created worldwide. The campaign was awarded a Red Dot: Best of the Best in the Red Dot Award: Brands & Communication Design 2024. The campaign’s message is clear: despite the existence of homophobic environments, there are sanctuaries where queer people can thrive. By showcasing these spaces and the individuals who nurture them, the campaign encourages queer people to explore the world without fear.
Emotive storytelling and call to action
At the heart of the campaign lies its documentary-style aesthetic, which captures real people and their stories in an authentic and emotionally resonant way, ensuring that the message is not just heard but felt. Through its storytelling, the project highlights both the challenges queer people face and the resilience of those who foster inclusivity. It emphasises that while discrimination remains a global issue, queer communities have built supportive environments that welcome others with open arms. With the slogan “The World Says Yes to You”, Lufthansa invites queer travellers to reclaim their confidence and embrace the beauty of global exploration. The tagline, “Say Yes to the World”, further reinforces this call to adventure.
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Jury favourite: Kelley Cheng about the Lufthansa Pride Campaign
Juror Kelly Cheng, who selected the campaign as her personal favourite, praised its emotional resonance and powerful message: “Shot in an authentic documentary style featuring real people, ‘The World Says Yes to You’ is an emotive piece that celebrates the brave and unrelenting spirit of the LGBTQ community with a beautiful message: that everyone should have a place in the world, regardless of their sexuality. While we are in the 21st century, and many gay-friendly heterosexual people perhaps take it for granted that we are living in a world of equality that is accepting of sexual preferences, this short film reminds us that there are still people out there who are homophobic and that there is still discrimination against LGBTQ people. Just because we don’t see it doesn’t mean that it doesn’t exist. Every day, somewhere in the world, someone is fighting their own personal battle for the freedom to love and the freedom to do what they love.”
By combining a message of hope with a call to action, the Lufthansa Pride Campaign 2023 inspires queer people to embrace their identities and explore the world with pride. It’s a powerful statement that reaffirms the importance of visibility, acceptance, and love on a global scale – proving that design has the power to shape not just brands, but also societal narratives.
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Red Dot Award: Brands & Communication Design 2025 – Register now!
The Red Dot Award: Brands & Communication Design is entering a new round and invites agencies, designers, brands, and companies from all over the world to face the judgement of the international Red Dot Jury. Entries can be submitted in the 18 competition categories until 6 June 2025.
Young talents can also take part in the Red Dot: Junior Award and have the chance to win the “Red Dot: Junior Prize”, which comes with prize money of 10,000 euros. All winners receive the renowned Red Dot Label, which is a valuable marketing tool.
Submit your best projects now and make your outstanding design visible worldwide!
The registration periods at a glance:
| Early Bird | 10 February – 7 March 2025 |
| Regular | 8 March – 16 May 2025 |
| Latecomer | 17 May – 6 June 2025 |
