Anomaly and Pride in London launch 2020 campaign

The innovative marketing agency, Anomaly London, goes live with its campaign for Pride in London 2020. 

Launching during a time of uncertainty and isolation, the campaign is a rallying cry to all those in the LGBT+ communities - a reminder that no matter your identity, it’s important to reach out, understand and support one another, to be the best allies we can, within our own communities.

Whatever Pride means to you, whether it’s a party, a protest or an exclamation of who you are, You! Me! Us! We! is bringing our community together in a time when we need it most.

In December 2019, Pride in London appointed Anomaly as its creative agency partner to develop both the theme and advertising campaign for 2020. Acting as a platform and megaphone for LGBT+ communities, the theme and campaign’s powerful message of You! Me! Us! We! will be spread nationally and globally.

Whilst Covid-19 has prevented this year’s parade going ahead, it’s still important to continue the spirit of protest and activism and celebrate every LGBT+ community, to ensure identity, visibility and community are at the forefront.

Tom Stevens, Director of Marketing, Pride in London said: “You! Me! Us! We! is a rallying cry for us all to come together and unite as a community, ensuring that every LGBT+ person feels included, valid and celebrated, regardless of who they are or how they identify. Pride in London has always been a place where all LGBT+ communities should feel visible and supported, even the most marginalised. Whether online or in person, it’s critical that we come together and stand up for one another. Our unity is our strength.”

The premise of the You! Me! Us! We! campaign is to produce a platform by LGBT+ communities, for LGBT+ communities. One that will bring people together to fight against the internal divisions that have taken hold, and ensure LGBT+ unity this year and beyond. With Covid-19 ruling out the possibility of a physical coming together, it became imperative to the team that the message of unity was still heard, felt and acted upon.

Months of parade preparation quickly shifted into focusing on how this message could live and breathe without a core, physical event. In fact, the lack of parade meant that unity within the communities was needed more than ever. If people were not able to physically stand next to one another on the 27th June, it was the team's mission to ensure that long term solidarity and support was clearly activated without room for misinterpretation. But whilst additional activations, copy and design were produced to reflect the reality of London life for LGBT+ communities, some things remained consistent. Having committed to hiring a director from the community, using LGBT+ VO artists, and even utilising typography in the OOH that originated from Stonewall posters, it was vital that every single aspect of the campaign was still rooted in activating and inspiring queer allyship.

This is perhaps most evident in the hero AV film. Pride in London and Anomaly set themselves the goal of showing allyship for the community, from the community; the film had to do just this and not just in the final product but also in the process of making it. As such, all cast are from LGBT+ communities and a range of stories of how the postponement had affected people has been captured. Being in lockdown was the context of the film but it isn’t the message.