P R O J E C T
smirnoff /
pride parade
Set the Smirnoff brand apart and celebrate the LGBTQ community with a unique float design for the Gay Pride Parade in New York City, culminating with a VIP party.
experiential, digital activation, parade / 2016, 2015
technologist lead, senior art director / mktg
Insight
-
We felt the iconic elements of float design complimented the vibrant energy of the LGBTQ community effortlessly, with materials that are vibrant, shimmery, reflective, and textural. To enhance that energy, we fitted the float with studio speakers for an all out dance party on-board. We stuck to brand colors and boasted a rainbow on the back of the float as Smirnoff staff exuberantly danced to a custom playlist, repping event t-shirts, and threw out loads of branded swag.
Idea
-
Knowing the pride parade transcends the LGBTQ community, we wanted to focus on the communal aspects of acceptance, allies, pride, and above all…the celebration of love. And what better way to do this, than with a mobile kiss cam. Brand ambassadors with tablets engaged parade goers with a fully integrated digital application that fed kiss-cam photos live to our float. Two giant LED monitors televised 1-4 photos on the live feed at a time. Participants received a branded digital copy of their kiss-cam moment to share.
experiential, digital activation, parade / 2016, 2015
technologist lead, senior art director / mktg