For Pride Month, Colenso BBDO commits each year to purchasing a page in the local Pride events programme as a way to show support for the community and the festival itself. But while many brands fill the pages with rainbow flags and unicorns, Colenso likes to choose a different approach.

Rather than simply filling the page with symbolism, Colenso chose to use the space to acknowledge that support requires more than optics. Colenso put up its hands and owned the fact that they could be better.

The following year, as New Zealand’s most awarded agency, we’re known for chasing work of the highest calibre and building a sizeable collection of trophies along the way. Looking at that cabinet, we realised something: when it comes to pride, our appetite might be more similar than some think.