Durex – My Pride, My Way
In celebration of Tel Aviv Pride 2023, Durex Israel launched a powerful initiative titled “The Scroll of Love”- a public declaration of LGBTQ values centered around freedom, equality, and self-expression. Drawing inspiration from Israel’s Declaration of Independence, a foundational national document that substitutes for a formal constitution. The creative concept reimagined a “national charter” for LGBTQ rights. Both the language and visual design of the scroll were carefully crafted to mirror the iconic format of the original Declaration, giving the campaign symbolic weight and cultural relevance unique to Israel.
The initiative, developed in collaboration with the Tel Aviv 'LGBTQ Center' and the Tel Aviv-Yafo Municipality, invited parade-goers to sign the scroll at the city’s main pride event. By doing so, they became part of a collective social statement affirming dignity, visibility, and inclusion.
As part of the creative team I shaped the campaign’s visual and conceptual identity.
