Generation Fluid Bench celebrates LGBTQ+ with bold repack conceived by TBWA\SMP Philippines

For Pride Month 2018, Bench, the Philippines’ leading fashion and lifestyle brand, joined in the festivities by redesigning the packaging of its successful line of body sprays to convey a message of humanity and inclusiveness.

Celebrating gender fluidity in all of its forms, eight of Bench’s popular gender neutral products received redesigned packaging to reflect the different colors of the sexuality spectrum. Rather than seeking to redefine each subculture, words were chosen to represent feelings and attributes that anyone could relate to.

This is the latest such initiative conceived by agency TBWA\SMP for Bench, following the viral success of their “Amoy Kita” commercial earlier this year, which was praised for its depiction of a parent’s unconditional love for his closeted child.

In a world where tolerance and understanding are more precious than ever, people are becoming increasingly aware of the LGBTQ community and the challenges they face. With Bench’s latest initiative, the brand stands firm in the belief that everybody has a right to be who they are – without fear of labels.