Ocean Outdoor campaign unites 70 London screens
Piccadilly Lights once again joins Pride in London this weekend (29 June) as the colourful Parade of 32,000 participants and 300 floats passes through Piccadilly Circus on its way to Whitehall Place.
A celebration of the spirit of LGBTQIA+ Londoners, Piccadilly Lights will broadcast a series of nine striking black and white portraits of people who own their identity.
Created for Pride in London by TMW, We Are Everywhere includes photography by the creative duo pip + lib working with production studio RACKET.
Each portrait is accompanied by different headlines, such as Asexuals Assemble, Gender Euphoria, London’s Pride & Joy and Queer For It, which reclaim and reimagine labels used against the queer community. Written by and for LGBTQIA+ Londoners, they reflect the hilarious, insightful and powerful inside jokes that are themselves an act of resistance.
The work is appearing in six 10 minute bursts for two and a half hours from 12.30pm. The Piccadilly Lights space was donated by Landsec.
The campaign is also being carried across more than 70 Ocean screens located in Westfield London, Westfield Stratford City, Battersea Power Station and Canary Wharf.
Ocean’s support for Pride celebrations across the UK opened in Birmingham over the Spring Bank Holiday with Proud to Save Lives, presented in association with NHS Blood and Transplant to show how more people from the LGBTQ+ community are becoming blood donors; followed by Edinburgh (22 June); and continuing in Glasgow (20 July) and Manchester (23 August).
Fluid and Proud
The Pride season is a chance for Ocean, working with local authorities, landlords and brands, to celebrate equality, diversity and inclusion in all its forms, using Out of home as a canvas for original, quirky and humorous work, much of it by queer artists, to explore relevant issues across the spectrum of the rainbow flag.
Last year’s OOH campaign from the lubricant brand Knect mirrored the spirit of Manchester Pride with cheeky Fluid and Proud messages.
Lucy Willars, brand manager at Thornton & Ross STADA Group, said: “Our team’s commitment to supporting Manchester Pride was unwavering and we wanted to create something truly special that would resonate with the community. The decision to go for a fun and cheeky Out-of-home campaign was inspired by the city’s lively atmosphere and the essence of Pride itself.
“From the initial concept to the final execution, the journey was filled with creativity, laughter, and an unbridled passion for equality. Our OOH campaign aimed to mirror the joyous and lively spirit of Pride while reinforcing Knect’s commitment to fostering a diverse and inclusive environment.”