Pride in London Round-Up: Amazon, Fiat and More

Saturday 8th June marks the Pride parade that ends Pride in London, coming after two week's worth of events celebrating everything queer in the capital. 

For better or for worse, Pride is not just a celebration of the world's LGBT communities, but also a huge branding exercise that sees brands letting their rainbow flag fly. As such, following our guide to the year's best LGBT-focused campaigns, here is our round-up of the best work made specifically for Pride in London and other Prides from across the globe.

Pride in London: Love Happens Here

First of all, of course, there is the branding of the Pride itself. Designed by WCRS, the multi-media campaign goes across print, broadcast (including the brand's first ever TV spots), OOH and digital all under the banner of Love Happens Here. Also working are the campaign are a supergroup of illustrators, including members of Blink Art, Jelly and more [see top image for three of their designs].

Fiat: Live in Colour

Krow are behind this Fiat OOH ad, running across London and the car brand's social media in the run-up to Pride. With the Fiat 500 the only car to win European Gay Car of the Year (yep, that's a thing) twice, they're celebrating Pride with a Pride Flag-inspired set of ads.

Absolut: Equal Love

Released to coincide with Pride in London, BBH's major rebrand of Absolut begins with Equal Love, a pansexual daisy chain of intense kisses crossing gender and race. Rumour also has it that the agency have brought back Absolut's iconic 'bottle-shape' ads specially for Pride in London, so also keep a eye out for that... 

Click here for our interview with BBH on their Absolut rebrand.

Amazon Music: Meeting the Parents

As park of Amazon's sponsorship of Pride in London, Above+Beyond continue their Moments campaign for Amazon Music with this short piece featuring two girls about to share their love with one of their parents, all set to a cover of Cyndi Lauper's True Colors.

Click here for more from the Moments campaign.

The Arse Vase

As we reported earlier in the week, Wieden+Kennedy London creatives Freddy Taylor and Paddy Treacy have worked with artist Fredrik Andersson to go beyond a simple ad, instead creating the Arse Vase, a limited edition ceramic with all proceeds going to an East London charity for people with HIV. Bottoms up!

Click for more about the Arse Vase.

Agency Installations

A number of agencies are also celebrating the fortnight within their own offices with internal installations and rainbow-coloured window displays. Chief among these are Engine (who house Pride in London's agency, WCRS), who have recreated their Love Happens Here slogan out of 10,000 post-it notes and The Mill [above]. Engine's installation also coincides with their setting up of a LGBT+ network which will (according to a spokesperson,) 'celebrate Engine’s LGBT+ community and champion a safe, inclusive and positive work environment.'

Skittles: Give the Rainbow

Created last year (for which it won a Gold Lion at this year's Cannes Lions), Give the Rainbow returns for another year with a new ad [above]. For the campaign adam&eveDDB released black and white Skittles, with the company 'giving' their rainbow to the LGBT community for Pride. Alongside the campaign, they are also donating money to Tesco's LGBT+ charity partners.

UPDATE: HSBC: With Pride

After we finished this round-up yesterday, We Are Social sent us this great social media video telling the story of two very different stories of people attending Pride.