Along the parade route, large-scale billboards featured the show’s iconic characters alongside the message "Orange is Part of the Rainbow." The original backgrounds were replaced with a rainbow, highlighting that orange is always a part of it.

The campaign caught the attention of the show’s lead actresses, who shared photos of the billboards on their social media profiles.

Beyond the billboards, we brought the world of Orange Is the New Black to life in the Equality Parade village. Since tattoos are deeply connected to prison culture, participants could get temporary tattoos inspired by the series, featuring the show's characters and prison-themed designs.

Copywriter: Juan Molina Coloma

zakres prac: idea, Art direction, design