«The majority is closer»: campaign for the Sunny Bunny LGBTQ+ film festival

Hexagon created the key visuals for the brand campaign of the second SUNNY BUNNY LGBTQ+ film festival. 

In 2023, the first Ukrainian LGBTQ+ film festival SUNNY BUNNY took place. This year, the festival team invited Hexagon again to create new visual elements for the brand campaign of the second event. The creatives continued to work with themes of humanity and openness, aiming to reflect the trends in Ukrainian society.

Independent research data showed that the majority supports anti-discrimination measures for the LGBTQ+ community, so the agency team decided to interpret and depict this.

«The majority is closer» is the main message of the campaign, conveyed through bright, textured macro photos. As last year, photographs of LGBTQ+ individuals became the basis for the materials. The macro photographs of human bodies serve as an allegory, a way to convey the inspiring and important survey results for the community and allies – those opposed to equality are becoming fewer.

This work reflects different aspects of one aspiration – to be free. Statistics show that a once conservative society has become more tolerant; the community is stepping forward, expressing themselves more openly; and this work acts as evidence of this progress in matters of equality.

The festival organizers also invited military personnel to screenings within the SUNNY BUNNY festival and offered them free passes. Estimates suggest that up to 100,000 members of the Ukrainian queer community serve in the Armed Forces.