Adland has really got stuck in for Pride London this year. We've already covered the wonderful official “Love Happens Here” campaign by WCRS, but that was only the tip of the rainbow. Here, we've gathered a few of the more interesting agency and brand activations that do the Pride ethos... well... proud.
Wieden+Kennedy creative makes arse shaped vases to support HIV awareness
Wieden+Kennedy London are raising some much-needed money and awareness for Positive East, an East London charity which provides support for those affected by HIV, with 100 Arse Vases. The Arse Vase is exactly what it sounds like. It’s a handmade ceramic vase, created by Wieden+Kennedy London’s Freddy Taylor and Paddy Treacy and artist Fredrik Andersson, that’s in the shape of a cheeky little arse. It comes in three different colours: pink, tan and brown. Smooth or hairy. Your flowers go in the hole, naturally. The creatives behind the arse vase trying to generate as much noise around the Arse Vase as possible. This is a small-scale project without big financial backing. The Arse Vase costs £40, plus postage and packaging. But you’ll have to hurry, as they are only doing a limited run of 100 vases. Wieden+Kennedy London kindly donated £1000 through its Spore Fund Scheme, which supports personal creative projects, to ensure costs would be covered and every single penny raised can go to Positive East. Wieden+Kennedy London has a strong partnership with Positive East. This year around London Pride, they decided they wanted to create something for them that could help to raise badly needed funds, help fight the stigma around HIV in a playful way and raise awareness about who Positive East are and what great work they do.
Fiat celebrates Pride with a colourful and flamboyant campaign by krow
krow has created a bespoke outdoor ad campaign to coincide with Pride in London 2017. It will run across sites in key locations such as Westfield Stratford, Canary Wharf and Trinity Wandsworth, and be supported by posts on Fiat’s social media channels on the day of the Pride in London Parade, which takes place this Saturday 8th July. The campaign is designed to remind people looking for a city car that the Fiat 500 is a brand that brings colour, energy and vibrancy to the everyday. Nick Hastings, ECD at krow, said: “The Fiat 500 has always been known for its individuality and colour – definitely not a car for people stuck in the dark ages.”
The Mill London has a proud makeover
This year’s official Pride In London celebrations, in honour of London’s LGBT+ community, is now in full swing and the The Mill’s London studio has been transformed in support of the cause. The studio will also play host to a lunchtime talk from one of Britain’s first ever openly gay soldiers, James Wharton. As strong advocates of inclusivity and diversity, The Mill are proud to be hosting a week-long celebration, welcoming staff and clients alike to join in honouring and learning about the LGBT+ community, existing both in and out of the work place. Rainbow smoothies and Proud Punch cocktails are available throughout the week in The Loft Bar, while the recognised colours of Pride are decorated throughout the studio via paper garlands, stickers, and sweet treats at the ready for all. Today, meanwhile, (Friday July 7) the studio will play host to a lunchtime talk, welcoming James Wharton to the Windmill Street studio. James became the first openly gay soldiers to appear on the cover of Soldier Magazine, and then later in uniform on the cover of Attitude Magazine. During his decade of service, James was instrumental in the changing of attitude institutionally towards LGBT people in the military. His autobiography ‘Out in the Army: My Life as a Gay Soldier’ was published in 2014 and he continues to be a leading activist for LGBT+. His second book ‘Something for the Weekend’ will be published later this month. Throughout his talk, he will offer the audience the opportunity to ask questions about his personal and professional experiences during his time in the Army.
Engine Launches New LGBT+ Network with Giant Installation
A giant installation made from 10,000 multi-coloured post-it notes has appeared this week at the London office of global communications group Engine, to celebrate the launch of its new LGBT+ network and partnership with LGBT+ charity Stonewall. The installation, which was created overnight by 10 staff at Engine’s six story Great Portland Street office, forms a giant rainbow-coloured “Love Happens Here” location pin across two sides of the building. It ties into this year’s Pride in London campaign, created by Engine’s advertising business WCRS, and will remain in place for the Pride in London parade taking place this weekend. Founded by staff from across Engine’s 14 different businesses, the new network has been set up to celebrate Engine’s LGBT+ community and champion a safe, inclusive and positive work environment. It is supported and funded by Engine, and will be organising regular events and talks for staff, as well as working closely with the business’s HR and management teams on policy. The launch is part of Engine’s wider commitment to nurturing diversity which has seen the group launch a “Better With Balance” gender equality initiative designed to achieve 50/50 male female representation in senior roles, through policies that include gender-balanced shortlists for all senior roles, sponsorship and compulsory unconscious bias training. Engine also participates in a number of apprenticeship schemes, the Creative Equals programme, Speakers for Schools and provides inclusive work experience placements throughout the organisation. As part of the launch of the network, Engine will be hosting speakers from Stonewall and Pride in London. The company will also be celebrating its current staff by sharing personal stories and messages of support via a twitter takeover with #EnginePride.
BBH show that equal love is everything for Absolut
BBH London has launched its first piece of work for Absolut since winning the account last year with a powerful and beautiful short film titled “Equal Love.” Set against the scintillating backdrop of a city night, the never-ending and diverse kiss becomes a metaphor for acceptance and love without discrimination. The kisses pay no attention to sexual preference, gender, colour, profession and instead become a testament to equal love. The film reflects Absolut’s belief that people should be free to love who they choose, and builds on the brand’s progressive views and ongoing mission of championing equal love. Absolut are and have always been dedicated to creating impactful change. The brand began working with the LGBTQ community in 1981, and will be celebrating this form of equality alongside Pride season, which kicks off this month. Shot with a diverse cast that was a dynamic mixture of street casting and professional actors, across multiple, interweaving locations, “Equal Love” was directed by Aoife McArdle, whose forward-thinking approach and previous work aligned perfectly with Absolut’s values. Absolut continues to push boundaries and the launch of this film gives a taste of what the brand’s upcoming “Create A Better Tomorrow, Tonight” platform will offer. This progressive platform will continue to celebrate the brand’s core beliefs and its continued collaborative approach, using creativity to help achieve progress in the world. Progressiveness has always been at the very core of Absolut’s ethos. Founder LO Smith was an early pioneer of equality, laying the foundations for the brand’s ongoing commitment to this purpose today.
TBWA launch world's first gay pencil
This year at Pride London, TBWA have launched the “Pride Pencil” - a fictitious tool created to raise awareness to the LGBT+ community in the workplace. According to Stonewall, 62% of LGBT+ graduates who have come ‘out’ go back into the closet when they enter the job market. With an aim to raise awareness of this, and help more people feel like they can be themselves at work, TBWA created the “Pride Pencil.” Of course, the only thing that makes it different to other pencils, is its label. At TBWA a team including members of the LGBT+ community came together to share their stories of ‘Coming Out’ some of which have been shared on the bespoke website – pridepencils.com. Omnicom and TBWA are committed to improving their support for LGBTQ+ employees worldwide, and we are proud to be working with Human Rights Campaign (HRC) and Stonewall. Last year, Omnicom was named a “Best Place to Work for LGBT equality” based on a score of 100 percent on the Corporate Equality Index (CEI). This is a great start, but they know that lasting change requires constant investment of time, resource, thought and action. So that’s exactly what they plan to do, starting with a conversation about the most simple and representative of tools: the pencil. TBWA have created this campaign to be launched on the first ever OPEN Pride float at Pride London Saturday 8th July. OPEN Pride furthers that commitment by promoting acceptance and advocacy; creating opportunities for leadership, visibility, community involvement, networking and business.
HSBC trace the history of Pride
HSBC has launched a campaign to explore progress within, and drive support of, the LGBT+ community ahead of Saturday's Pride parade. A documentary-style film, created by We Are Social, is being shared on the bank's Facebook, Snapchat and Twitter profiles. Produced by Firecracker and directed by Trunk, the film looks at where Pride came from, what society was like for the LGBT+ community during that time and how change has come about since the 1970s.
Volvo drive with Pride
Volvo’s "Drive With Pride" print ad to celebrate London Pride is by Valenstein & Fatt (Grey London).
Mr President immortalise Pride in stained glass
The independent creative agency Mr President is celebrating Pride in London by honouring four modern icons of the LGBT+ community as "Patrons of Pride," immortalised with illustrations in the style of stained glass windows.
Karmarama and the British Army show their support
The British Army is launching a strand of its "This is belonging" campaign to coincide with London Pride 2017: the traditional khaki camouflage is being swapped with rainbow colours. The campaign, created by Karmarama, went live today across outdoor posters and social media, with rainbow camo cream to be distributed those attending this weekend’s Pride Parade.
Argos bring Pride to their 80 days campaign
CHI&Partners and Argos have created a special "Pride" TV edit as part of its 80 Days of Argos campaign, which sees a new, topical, date-stamped ad run each day – spotlighting Argos’ market-leading same-day delivery service. The fun and colourful spot aired this Saturday 8th July, in order to coincide with the celebrated London Pride Parade – showcasing a range of premium-branded tablets, all displaying the bright colours of the rainbow flag and championing Argos’ support of the LGBT movement. The 80 Days of Argos campaign, which spans TV, digital and social media, draws on real-world events and important dates within the national calendar, as well as responding to consumer data and the Great British weather in order to serve a relevant, topical ad each day.
Isobel bring out the Isobelly laughs in support of Pride
Finally, Isobel used comedy to get their message of support across in the video below.