International Motors, the top-selling Saab dealership in the country, and whose owner was the chairman of the Saab National Dealers Council, hired Brand+Aid to create a series of full-page ads to help reinvigorate the Saab brand and tout its lead sponsorship of Washington DC’s Capital Pride festivities for the LGBT (lesbian, gay, bisexual, transgender) community. We designed the ads to play up Saab’s “Swedish-ness” and appeal to the LGBT audience’s sensibilities of style, music, politics and pop culture. We purposely crafted the ads to have a shelf life beyond Pride Month and appeal to an audience wider than just its originally intended one.

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