In the lead up to World Pride in New York and Pride in London, LIDA has created this year’s Pride campaign for the M&C Saatchi Group’s LGBTQ+ employee network, PROUD.
As 2019 marks the 50th anniversary of the Stonewall uprising that kickstarted the modern gay rights movement, the agency was keen to balance the two sides of Pride: party and protest.
Creative chief Ben Golik said of Pride month, “In many parts of the world, Pride has become a celebration of queerness and of the acceptance we have achieved. However, as recent high profile homophobic attacks right here in London attest, we must hold onto Pride’s campaigning heart. There is still important work to be done.”
In response, the Proud network has curated a series of events on the theme Capturing The Rainbow, which looks at the changing face of queer representation in the media over the past 50 years.
Planned events include an exhibition co-staged with Queer Britain, the start-up LGBTQ+ museum, and Getty Images, and also a short film festival curated by Sissy Films.
The work created by LIDA will be used to wrap the M&C Saatchi London HQ, and in promotions around the events planned during Pride Month.