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As Fastrack refreshed its positioning to connect with urban Gen Z, this campaign became one of the first bold steps beyond social.

The client wanted an inclusive idea that wasn’t confined to Pride Month, a piece of work that would signal Fastrack’s stance as an ally and

show up in mainstream culture.

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Pride in Our Pronouns challenged category-safe advertising by taking on a subject many brands avoid, sparking both support and expected criticism. The campaign cut through, won the Sammies, Afaqs, and a Love The Work feature and helped Fastrack be recognised as a Gen Z brand unafraid of difficult conversations.

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The impact went beyond accolades: it drove awareness, started uncomfortable but necessary dialogues, and opened the door for Fastrack to claim bolder cultural ground.

 

For me, the true win was also personal: we built trust and friendships with an entire community of  people who shaped the campaign’s authenticity.