SodaStream revisits history in new Pride campaign

TORONTO: SodaStream International Ltd. unveiled its newest video campaign tweaking classic portraits from the past to include the LGBTQ+ community.

Photographs endure the test of time, which is why SodaStream decided to rewrite historical moments with representation from members of the LGBTQ+ community.

From miners proudly posing in their rough work attire while kissing and a beautiful transgender bride standing next to her proud mom, to a same-sex couple attending prom, this campaign is meant to share the message that no one should ever have to hide who they truly are.

The bride featured in the video is Lila Blilat, a transgender woman who is close to SodaStream's heart. Her incredible journey from part of a traditional, nomadic Muslim community to becoming the face of the 2019 Tel Aviv Pride Parade is inspiring. Lila is from the traditional Bedouin town of Rahat in Israel where the SodaStream factory is located. SodaStream actively supports this community by providing employment, especially for Bedouin women, who are often encouraged not to work and her inclusion in this campaign is an extension of these efforts.

At SodaStream we stand for people, no matter their origin, religion, gender or sexual orientation , said SodaStream CMO Matti Yahav. We are well-known for the fun and lighthearted yet important messages in our campaigns. This time around we wanted to strike another cord with a poignant and emotional campaign that members of this community can - and should - feel visible within.

It's a dream come true to be featured in such an uplifting global campaign. It gives me strength to continue to fight to be myself and to help others do the same. I truly believe this video helps spread the love from SodaStream to overlooked communities around the world, commented Lila Blilat.
(PRN | 8 months ago)

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SodaStream revisits history in new Pride campaign