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#ProudToPlay

Amplify and Google get that team spirit flying high...

Challenge

This year Google wanted the activation to reflect its #proudtoplay campaign highlighting the lack of equality in sport.

Insight

Once a year, Google’s internal LGBT community, the ‘Gayglers’ take to the streets of central London to celebrate the Pride in London parade.

Strategy

Amplify’s response was to play on the idea of everyone being part of the same team and draw inspiration from parades that are thrown for successful sports teams.

Solution

Rather than create a traditional float, we designed an open-top bus for ‘Team Gayglers,’ complete with branded team jerseys, DJs, glitter cannons and branded #proudtoplay merchandise given to the crowd to encourage social interaction.

Our response was chosen by the Gayglers themselves as part of a three-way pitch. Involving the community in the process helped to increase participation in the campaign, with over 200 Gayglers taking part in the parade – the most ever.