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Brands, Be Authentic About WorldPride

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Paper Moose’s creative director Jeremy Willmott takes a closer look at this year’s WorldPride advertising and uncovers some good – and not so good – campaigns.

Lions and tigers and bears… oh my, it’s World Pride and our beautiful city has donned its best rainbow suit and welcomed thousands from interstate and overseas. As a gay man, I love seeing the city embrace love and acceptance. But the creative director in me does apply a healthy dose of cynicism to the proceedings. 

Don’t get me wrong, if you’re a brand that’s actively creating inclusion policies for your staff and promoting queer rights in general throughout the year, then crack out those rainbow flags people and fly them high. But if you’re a brand that’s just jumping on the bandwagon to capitalise on the event, then expect to get called in on it.

Think about it. If you’re a Brit, you wouldn’t fly an American flag just because you eat hamburgers. Okay, bad analogy. But you get what I mean. Flying a flag is a big deal. It’s imbued with meaning, and importantly, it needs to be done with authenticity.

Paper Moose is in the heart of Surry Hills so it’s no surprise that it’s been awash with ‘Pridevertising’ (trademark pending) these past few weeks. But one bus shelter in particular had in rotation only pride ads so I thought I’d do a little review of each as we head on into the weekend’s festivities.

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