3 Pride Campaigns That Stood Out
WE Communications Blog: Consumer
Last weekend Pride came to London, with brands big and small showing their support for LGBTQ+ rights through a variety of impactful campaigns – so important at a time when they play such a vital role in revising social narratives through digital platforms and messages.
But which Pride brand campaigns stood out from the crowd?
The Japanese restaurant removed all branding from its website, social media profiles and High Street Kensington restaurant, London, to show its support for rejecting the labels that restrict so many in society.
Why it stood out: Ditching all branding and labels is a bold move – and certainly one that would have been enough to grab headlines – but Yo! Sushi made sure it actually put its money where its mouth is and committed to the cause. It launched a Pride deal offering seven different coloured plates, with a portion of the sale of each going towards the UK Pride Organisers Network.
What can we learn? Take a risk. Yo! Sushi did the opposite of a flashy, in-your-face campaign and made a much bigger statement – one of acceptance, not categorisation – by keeping it minimal.
Car manufacturer Volvo (who is our client in the U.S.) refreshed the family parking signs at Westfield in London’s Shepherd’s Bush to celebrate the broad spectrum of diverse families living in the UK.
Why it stood out: While many brands use the rainbow flag to commemorate Pride, Volvo thought outside the box and chose to elevate something fairly humdrum and seemingly insignificant to make a compelling point. The parking signs are a stark reminder of how even the smallest parts of our everyday help perpetuate narrow views of love and relationships.
What can we learn? Look to the everyday for inspiration. Rather than a fleeting, colourful stunt activated at Pride weekend, Volvo took an unexpected route and adapted something that would ultimately have much longer lasting impact.
London designer Charles Jeffrey teamed up with the high street retailer to create a collection of t-shirts that highlights the fight for gay rights. The t-shirts, featuring the work of five LGBTQ+ artists, explore ideas including the right to marriage, the right to gender recognition and the right to intimacy.
Why it stood out: While most stunts and activations focus on London, Jeffrey was determined to create a collection that highlights the importance of Pride as a global event, paying tribute to those around the world who are still persecuted for being who they are. This was another campaign that donated proceeds to charity, with 30% of sales going towards Diversity Role Models, a non-profit that seeks to prevent homophobic, biphobic and transphobic bullying in schools.
What can we learn? Collaboration is key. Topman could have designed its own collection of inclusive clothing, but instead it partnered with a well-respected designer and five LGBTQ+ artists, proving that it really does support the work of the LGBTQ+ community.