Red Dot Design Award
Social Media

The Rainbow Guy Debate

The Rainbow Guy Debate | Red Dot Design Award

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With the objective of taking a stand for its company values and focusing on openness and community, as well as bringing the topic of tolerance back into people’s consciousness, this social media campaign was developed for the German discount grocer PENNY. The traditional chocolate Santa, an iconic symbol of Western culture, was turned into a polarising design for love, tolerance and diversity: The Rainbow Guy. Posted on Facebook, it led to many interactions, shares and comments, and, through TV, online and press reporting, it sparked a national debate about tolerance.

Red Dot Design Award

  • Client:
    PENNY, Cologne, Germany
  • Design:
    Serviceplan / Plan.Net, Munich, Germany
  • Global Chief Creative Officer:
    Alexander Schill
  • Creative Direction:
    Laura Müller-Rossbach Moritz Dornig
  • Art Direction:
    Matthias Schuster
  • Copywriting:
    Korbinian Schmidt Nedim Aktas
The Rainbow Guy Debate | Red Dot Design Award
The Rainbow Guy Debate | Red Dot Design Award