The UK team behind Orange is the New Black UK activations asked us for a way to meaningfully add to 2018’s Pride celebrations. We were mindful of wanting to be visible, without unnecessarily, or inauthentically inserting a big brand into a space where it didn’t authentically belong.
Our approach was to make a series of murals, in locations around the UK to spread the pride message and celebration for those who weren’t able to reach the parade locations.
We worked with an LGBT artist and her family to create one IRL mural in London, and a set of print assets based on that mural that could be replicated around the country.
We also made a set of social assets and giphy stickers of the individual elements to ensure that people who weren’t able to physically access or interact with the murals were still able to be part of the shared experience.