Brooklyn Brewery | Create Space
Standing up for grassroots LGBTQ+ activism
In the face of growing anti-LGBTQ+ rhetoric across the US and the world, LGBTQ+ communities face violence and the erosion of hard-fought rights and freedoms. Create Space is a worldwide campaign supporting and funding queer grassroots activism, launched in collaboration with The Stonewall Inn IPA, a beer brewed for The Stonewall Inn in NYC – the birthplace of the modern Pride movement. With its launch in 2021, it is now a fundamental pillar of the Brooklyn Brewery brand.
Our creative strategy was developed in consultation with the LGBTQ+ community, and built on the foundations of listening and learning. We wanted to be guided by the activists who are fighting for LGBTQ+ rights across the globe – from NYC to Iraq, to Hong Kong. Their voices are reflected in our messaging and tone, and they informed a manifesto, which provided a clear framework for development and communications within the Brooklyn Brewery organisation. The social content for this campaign outperformed all other content, with over 99K engagements and 900K views.