Pride in London: Love Happens Here | WCRS

WCRS were commissioned by Pride in London to create a campaign for Pride 2017, whilst also marking 50 years since the legalisation of homosexuality in the UK. The campaign has been huge, featuring TV ads for Pride for the first time ever. In fact, the campaign has been split into two narratives – love and hate – to portray both ends of the spectrum for the LGBT+ community.

Hate
The first part of the multimedia campaign explored hate crime, emotionally and physically, including posters, Wi-Fi takeover, an event, London taxi skins and a film:

Additionally, an advert directed by Fred Scott will appear exclusively on Channel 4 during a special season of programming, followed by four films. The emotional advert (below) ‘The Apology’, features apologies from those who have lost relationships with love ones after judging and not accepting their sexuality:

 

Love
The second part of the multimedia campaign, released today, will include digital OOH sites portraying real life love stories from members of the LGBT+ community, illustrated by 30 different artists and illustrators. Illustrators have created the works for free, using the branded heart ‘pin’ icon, which will be available at the Tate as part of their Queer Britain season.
Here’s a few of my favourite illustrations:

Love stories are available on Pride’s interactive love map:

Screen Shot 2017-06-23 at 11.40.38 AM

The ‘Love’ aspect of the campaign aims to show that love happens in London despite the sad reality of the ‘Hate’ part. Ross Neil, ECD at WCRS said:

This is a campaign that started from a negative place of hatred and has blossomed into a full technicolour, full volume, inclusive expression of love. The greatness of the creative is matched only by the sheer scale of companies and individuals.

The campaign doesn’t stop there – Pride are encouraging Londoners to create their own pins and share their love stories on social media. It’s a fantastic campaign, and whilst I’m not the biggest fan of the original heart pin design itself, the multi faceted narrative this campaign has explored is wonderful.

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