​Pride has become a significant event in the advertising calendar but whilst many brands have recently jumped on the ‘rainbow bandwagon’, Absolut’s been there from the very start. So, for the 50th anniversary of Pride we showed the 50 years it took us to get here. Bringing together LGBTQ activists and legends from every decade, set on San Fran’s sacred Castro street and shot by LGBTQ icon David LaChapelle. We showed the history of the moment whilst telling individual stories from the community in one groundbreaking piece of art. Proving Absolut has and always will have Pride in its DNA. ​