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pride
in london

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Client: Unilever

Location: London

Type: Physical Event

Expertise: Pride Event

Services: Creative, Strategy, Event

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Unilever, a leading global FMCG company, are passionate advocates of the rights of every person to be themselves and work visibly to challenge the barriers that are associated with discrimination or inequality. To show its support for the LGBT community, Unilever wanted to make a significant impact at Pride in London 2017.

the challenge

We needed to create a unifying concept through the clients featured retail brands that would reinforce a positive message of self-expression. The theme was brought to life in the form of a mock-up of a vibrant London Street with each ‘house’ representing its own brand with a unique style and expression of diversity. We literally created a Street Party within a Street Party!

Branded function front doors allowed performers to pass through the stage set and interact with the crowd on either side of the parade route, all accompanied by an uplifting soundtrack to provide the ‘on-the-spot’ atmosphere. 

Integrated London Street signs with a #CelebrateU hashtag further supported the main messaging.

the result

A stunning, vibrant on-brand solution that delivered a clear message of support to this community. From the thousands of people who saw the float at first had, to the digital extension of over 15K supporters, all were able to get involved and share in the freedom of expression that is London Pride!

many thanks for the amazing day! the float was stunning, the organisation magnificent. loved the positivity and happiness that spread around. had a terrific day, big thank you to you all for your great work!

Fleur Osté
Bed Head Brand Manager

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