The Woolworths Group (WW & Big W) asked us to create an activation that was fun, free and for all at Fair Day 2022, Sydney’s most vibrant LGBTQIA+ community event. The Mardi Gras 2022 theme, United We Shine, together with the day’s carnival theme inspired our idea: the all-inclusive Rainbow Runway. All were invited to strut their stuff down our colourful catwalk while a ‘paparazzi’ content team captured the moment, creating GIFs of our stars. Fun, free and shareable, the experience celebrated the incredible individuals who make up our vibrant community.

Results:
1900 runway walks
>500 video shares
>150,000 impressions

Solution: Woolworths Group (WW & Big W) is committed to diversity in all its forms and is a proud supporter of the LGBTQIA+ community. That’s why they established Proud, the group’s LGBTQIA+ internal network. We were honoured to be asked to create a joyful and engaging activation for its sponsorship of Mardi Gras Fair Day 2022, Sydney’s most vibrant and free LGBTQIA+ community event. Our brief: create an activation that was fun, free and for all.

The Mardi Gras 2022 theme, United We Shine, expresses how the LGBTQIA+ community has come far, but still faces many challenges. This, coupled with the event’s carnival theme inspired our idea: an all-inclusive Rainbow Runway. Everyone was invited to proudly strut their stuff down the catwalk while our DJs and drag superstar hosts brought the party vibes. This was accompanied by an LED screen displaying messages of unity. No runway is complete without paparazzi, so a content team captured every moment and created engaging GIFs with rainbow filters which our runway stars shared on their socials.

Creating the connection: Our Rainbow Runway provided a fun, free, shareable experience for all and carried an important message: no matter who we are and who we love, we all deserve to be celebrated in bold, bright and beautiful style.

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