WPP’s LGBTQ+ community, WPP Unite, has released a campaign for Pride in London, celebrating ‘diversity, inclusivity, resilience and strength’.
The ‘stirring’ film recognises the 50th anniversary of the first Pride March in the UK and focuses on the importance of inclusivity across the LGBTQ+ community.
The news comes weeks after WPP acquired Bower House Digital, a marketing technology services agency located in Australia, in a bid to build on existing digital experience capabilities.
With the hashtag #AllOurPride, the campaign will roll out in cinemas and via social media and outdoor digital media platforms. The spot also featured on Piccadilly Lights and Outernet, the ‘world’s largest wrap-around screens’.
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“The campaign conveys the breadth of LGBTQ+ experiences and milestones, from highlighting the heroic fight by people living with HIV in the worst days of the epidemic, to transgender and gender diverse people leading the effort for greater safety and visibility today,” WPP said.
The media strategy and end-to-end creative development was carried out by a LGBTQ+ team from WPP agencies including BCW, Grey, Hogarth, Landor & Fitch, MediaCom, The&Partnership and VMLY&R.
“WPP Unite is thrilled to have built a campaign that embodies the rallying cry ‘nothing about us without us’,” WPP Unite founder and The&Partnership deputy head of strategy, David Adamson said.
“Every part of this campaign – from the creative idea and design to the production and media delivery – was led by people from WPP’s LGBTQ+ community, making it uniquely powerful, insightful and authentic. It celebrates our community’s resilience and successes, asserts our visibility and demands equality for us all. We are proud to share our work with the world, and hope it inspires a new generation of LGBTQ+ rights activists.”
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