Pride in Banking
Deutsche Bank (DB) is a multinational investment bank and financial services company. The bank was founded in Berlin in 1870 to help German businesses expand internationally and has since developed a network around the world.
DB is so much more than a financial institution focused on profits. They’re dialed into what matters to the people who work with them and for them. For several years, DB has been committed to creating a working environment where everyone can show their true colors. The Human Rights Campaign Foundation named DB as “Best Places to Work for LGBTQ Equality.”
Our objective was to bring visibility and focus to DB’s dedication to the LGBTQ+ community. June is Pride month in the U.S. but, for DB, Pride is more than a month. We wanted to demonstrate DB’s close connection to clients, partners, the business and the community. We chose to highlight DB's commitment to inclusiveness and belonging. And do it in a way that was authentic to who they are and what they stand for as an organization.
This is Us
We brought the project to life with the idea of “This is Us”. The program had three main components to support LGBTQ+ Pride.
The Mosaic Event
We invited employees to DB headquarters in NYC to help create the Pride Mosaic – a collection of portraits of employees around the globe. Each person placed a photo on a 10’ x 6’ wall. The result: a completed mosaic that revealed the DB Pride logo. It was no small feat. Everyone took the time and dedication to make their mark. The employees themselves collectively represented how the organization comes together to support one another.
Pride Messages from Around the World
We collected messages from DB employees from all regional offices. They were asked about their insights on LGBTQ+ issues, progress, people, and challenges. They shared personal stories about their own lives and experiences. These were the ideas that make DB Pride different. It’s the beating heart of the organization. DB created a platform for self-expression.
Culmination TV
The "This is Us" commercial was designed to honor and celebrate the LGBTQ+ community by showcasing the diversity and unity that Pride represents at DB. We used footage from the mosaic event and Pride messages to create a powerful and inclusive message – “This is Us.” To reinforce the message, we used “This is Me,” written by Pasek and Paul. The spot opens on a blank wall and employees strategically and honorably place portraits of the very employees they aim to support. The timelapse shows the mosaic forming into the completed DB Pride logo, coupled with the audio of select Pride messages.
The spot aired during the NYC Pride Parade, and beyond, across social media channels. Deutsche bank marched in the NYC Pride Parade down 5th Avenue with the branded pride float with DB Pride logo.
DB LGBTQ+ Pride was uniquely brought to life by the images, words and collaborative spirit at the heart of DB.
"This is Us” program is a bold support of the LGBTQ+ community and a spotlight on how a financial institution cares about inclusion and diversity. It’s redefining Pride in a way that shows how employees are committed to the community but also how DB values the many contributions LGBTQ+ employees have on DB. It’s an honest celebration of what DB Pride represents.
*WABC airing and parade attendence.
