EN NL EN NL For the Amsterdam Canal Pride 2025, we developed a powerful visual statement around inclusion and visibility for Tommy Hilfiger. No slogans, no commercial expressions — just a design fully dedicated to amplifying the voices of LGBTQIA+ employees within the company. And it didn’t go unnoticed: the boat was awarded the very first ‘Best Corporate Statement’ prize during the Canal Parade.
Tommy Hilfiger demonstrated what it means for a brand to truly stand behind its people, both on the boat and in the workplace. The design invited the audience to see themselves as part of a larger whole, a subtle nod to collective visibility and unity: a quiet yet powerful reminder that Pride is something we carry together. The crew consisted of employees who work daily to promote equality within the company, giving the activation an authentic and deeply personal character.
The aesthetic reflected Tommy Hilfiger’s brand identity, but it was the message that took center stage: “We are here, we speak up, and we stand strong.” As a result, the boat became not only a visual highlight but also a symbol of modern corporate allyship. The public responded overwhelmingly and positively, and the impact extended far beyond the canals of Amsterdam.
This activation highlighted that Pride is more than a celebration; it is a moment of visibility, support, and solidarity. Tommy Hilfiger showed that, when done with sincerity and intention, major brands can play a meaningful role in empowering the LGBTQIA+ community.
