The LCBO (Liquor Control Board of Ontario), a relatively conservative, government agency in Canada, wanted to run an ad in Pride Toronto’s 2010 Toronto Pride Guide. When they reviewed the concepts internally, gay and lesbian staff immediately gravitated to the cheekiest concept, “Cheers”.
“To bears that drink beer. And divas who turn tequila into mean margaritas. To motorbike dykes who prefer their whisky neat and hair wild. And bisexuals who can’t decide between Cabernet or Chardonnay. To those martini maestros—the guppies—who work their garnish something fierce. And all drag queens that hold lager with grace and élan. To the trans folk who navigate the divide like a rosé wine, brilliantly. And lipstick lesbians who swizzle up Moscow Mules, Singapore Slings, or even a Tokyo Tea. And cheers to those who say spritzer because it sounds sassy. But most of all, cheers to you. For Being who you are. and proud of it.”
The Pride ad was developed at GJP Advertising & Design, Toronto, by creative director Alan Gee, art director Lisa McCoy, copywriter Lino DiNallo, and production artist Patrick Conway.
Here’s a selection from the rest of the advertising in the 72 page Pride Guide.