Google - WorldPride 2023
Campaign Date: 2023
Amplify + Google help the LGBTQIA+ community discover friendly places...
Challenge
Safe spaces are crucial for the LGBTQIA+ community but aren’t always easy to find.
To solve this problem, Google created a function within Google Maps that allows users and businesses to easily identify LGBTQIA+ friendly places by adding an attribute to the app.
We needed to raise awareness of the tool and empower the community.
Insight + Strategy
As a global partner of WorldPride, Google wanted to spread awareness among the community of this tool with a broader above-the-line campaign and celebrate its importance during the cornerstone activity of Sydney WorldPride, the Parade.
LGBTQIA+ events are known to be bold, colourful and love incorporating body movement so we knew we had to show up loud and proud.
Solution
Google WorldPride
Translating the overarching campaign into a parade performance and float design that brought the journey of finding inclusive places to life.
The choreographed route line led the way to our float, filled with an oversized pride flag heart that symbolised the places we love.
Fostering belonging and showing Google's commitment to supporting a DEI moment that matters on a global scale, all 80 of the parade performers marching behind the float were Google's employees, in custom costumes that they could personalise themselves to express their pride.
Dancing in a tightly choreographed formation that expressed finding a place of pride, the journey and reaching the destination. The dancers were divided into groups, with some holding Google Maps pins to represent the app's function and others glitter hearts and disco balls to represent the map 'routes' icons on the Google Maps app.
A DJ desk overlooked the float and spinning heart with a remix of Kylie Minogue's iconic anthem Spinning Around, played at the hands of our DJ and drag queen, Coco Jumbo.
Results
263,764 Live reach
646k ABC audience
We're a global creative agency specialising in experience and culture.
We join the dots between people, brands + culture.
Amplify create big ideas, campaigns, experiences and platforms designed to be amplified at every touchpoint and across the entire marketing mix. We think globally but activate locally, have hubs in London, Los Angeles, New York, Paris and Sydney and operate all over the world.
We were founded as a 'home for creative people and clients' on a shared mission to join 'the dots between people, brands and culture'. We know we have two clients, both the brands that give us the killer briefs and the often hard-to-reach audiences they're trying to engage. Through our campaigns, we find cultural spaces where a brand and audience can come together to create conversation, community and culture - building loyalty and long-term relationships.
We ensure brands cut through in this busy, saturated and complicated world by creating simple, moving and effective campaigns that are empathetic, often living across multiple channels.
