Every year Pride is a hotly anticipated event in the capital and this year more than ever the parade succeeded in bringing a sense of unity to London. This excitement was seen in different ways across society and also within the advertising world with some brands performing bespoke advertising campaigns whilst others hosted immersive experiences.
One of the most hard -hitting campaigns which emerged in the run up to this year’s Pride was released by Skittles. Skittles is famous for its ‘Taste the rainbow’ tag line and this year they boldly declared that they would give up their rainbow so Pride’s rainbow could shine the brightest. Their colour free advertising can be seen all over London and they released an animation on social that explained the importance of Pride owning the rainbow.
Google decided to take an experiential approach with a VR activation that allowed people to experience different Pride parades from around the world. Google stressed that Pride is for everyone, noting that in many societies around the world anti – LGBT laws and the fear of being ostracised means that many cannot participate. You can try out Google’s immersive Pride experience via any VR headset and also on YouTube where you can drag the video for the full 360 view.
This year more than ever Pride’s mantra of acceptance and loving people for who they are was felt and these campaigns highlight the ability of advertising to form and fuse relationships which in turn will ensure these important global issues are tackled head on.