Pride in London WPP

New Campaign Traces The Remarkable Journey Of LGBTQ+

Produced by WPP Unite, and created entirely by LGBTQ+ people, the campaign commemorates 50 years of marching for Pride

By Creative Salon

WPP’s LGBTQ+ community, WPP Unite, today released a campaign created for Pride in London that traces the remarkable journey of the LGBTQ+ community, celebrating its diversity, inclusivity, resilience and strength.

The stirring manifesto film commemorates the 50th anniversary of the original Pride March in the UK and focuses on the importance of Pride being inclusive of every corner of the LGBTQ+ community, with the campaign hashtag and rallying cry #AllOurPride coming to life in cinemas, social media and outdoor digital media. On the weekend of Pride, the campaign will showcase on Piccadilly Lights and Outernet, the world’s largest wrap-around screens.

The campaign conveys the breadth of LGBTQ+ experiences and milestones, from highlighting the heroic fight by people living with HIV in the worst days of the epidemic, to transgender and gender diverse people leading the effort for greater safety and visibility today.

The end-to-end creative development and production and media strategy was led by a LGBTQ+ team from WPP agencies including BCW, Grey, Hogarth, Landor & Fitch, MediaCom, The&Partnership and VMLY&R.

There will also be a special moment of unity across Pride in London’s event stages in central London on Saturday 2 July, where crowds will be encouraged to show their pride for 50 seconds, whether through joyous celebration, silent reflection or callouts for equal rights.

David Adamson, founder of WPP Unite and deputy H=head of strategy at The&Partnership, said: “WPP Unite is thrilled to have built a campaign that embodies the rallying cry ‘nothing about us without us’. Every part of this campaign – from the creative idea and design to the production and media delivery – was led by people from WPP’s LGBTQ+ community, making it uniquely powerful, insightful and authentic. It celebrates our community’s resilience and successes, asserts our visibility and demands equality for us all. We are proud to share our work with the world, and hope it inspires a new generation of LGBTQ+ rights activists.”

Laura Jordan-Bambach, chief creative officer, Grey London, added: “Seeing an all-queer team from across WPP work together has been incredible: the best and most passionate people from around the network, working in harmony to produce one of the most important Pride campaigns for many years. I’m proud to be a part of it, but even prouder at the unity and creativity of the teams leaning into every challenge to make great work.”

Asad Shaykh, director of marketing and communications at Pride in London, and joint head of strategy at Grey London, concluded: "For this historic moment celebrating 50 years of Pride, we wanted to make history by creating a campaign created entirely by LGBT+ talent for London’s LGBT+ communities, providing them with opportunity, exposure and a platform with #AllOurPride.”


Clients: Pride in London

Asad Shaykh, Director of MarComms, Pride in London, and Joint Strategy Head, Grey London (he/him)

Naomi Fraser, Head of Marketing Campaigns, Pride in London (she/her)

Tim Noblett, Head of Media, Pride in London (he/him)


WPP Unite


Laura Jordan Bambach, Chief Creative Officer, Grey London (she/her)

David Adamson, Founder of WPP Unite and Deputy Head of Strategy, The&Partnership (he/him)

Jamie Hill, Creative Inclusivity Director, VMLY&R Commerce (they/them)

Chaz Mather, Senior Creative, Grey London (she/her)

Bee Pahnke, Head of Voice, Grey London (she/her)

Joseph Watson, Account Executive, Grey London (he/him)

Mo Kahwaji, Managing Partner, Grey London (he/him)


Iain McCrea, Client Partner, MediaCom (he/him)

Geoff de Burca, Chief Strategy Officer, MediaCom (he/him)

Tom Shilling, Comms Manager, MediaCom (he/him)


Pierre Bonnet, Designer, Landor&Fitch (he/him)

Min Hua, Designer, Landor&Fitch (she/her)

Sophie Lawrence, Designer, Landor&Fitch (she/her)

Dana Gendler, Designer, Landor&Fitch (she/her)

Joseph Lloyd, Designer, Landor&Fitch (he/him)

Benny Yang, Motion Designer, Landor&Fitch (he/him)

Ghia Koussa, Motion Designer, Landor&Fitch (she/her)

Matt Michaluk, Exec Creative Director, Landor&Fitch (he/him)

Marion Ratié, Senior Digital Producer, Landor&Fitch (she/her)

Anton Kovaljov, Senior Project Manager, Landor&Fitch (he/him)

Marcia Clapson, Business Director, Landor&Fitch (she/her)


Matt Foster, Head of Inclusion, BCW (he/him)

John Manwaring, Senior Associate Director, BCW (he/him)

Daisy Tolcher, Account Manager, BCW (he/him)

Hugo Briggs, Account Manager, BCW (he/him)

Colette Chan, Assistant Account Executive, BCW (she/her)

Taylor Saia, Strategy Director, BCW (he/him)


Xavier Cookson-Edwards, Creative TV Producer, Hogarth Worldwide (he/him)

Robson Yeo, Executive Post Producer, Hogarth Worldwide (he/him)

Joe McNally, Head of Creative Editing, Hogarth Worldwide (he/him)

Zak Kurtha, Senior Sound Designer, Hogarth Worldwide (he/him)

David Gritzman, Senior Sound Designer, Hogarth Worldwide (he/him)

Colour: Hogarth Worldwide

Online editing: Hogarth Worldwide

Bullion Productions

Dionne Edwards, Director (She/Her)

Guy Fuhrer, Executive Producer (He/Him)

Elliot Zelmanovits, Assistant Producer (She/He/They)

Laurie Blayney, PA (He/Him)

Darius Shu, DOP (He/Him)

Micki Colker-Pearlman, 1st AD (She/Her)

Samuel Edwards, 2nd AD (He/Him)

Frank Gallacher, Stylist (He/Him)

Linyi Jia. Wardrobe Assistant (She/Her)

Felix Macrow. Art Assistant (He/They/Them)

Poppy Sanderson. Art Assistant (She/Her)

VO Artists: Dotty (A.Dot), Sue Terry Voices: Mike Ashman

Emil Bendixen, Photographer. (She/Her)

Bernice Mulenga, Photographer (They/Them)

Archival footage: The BFI & Getty Archives

Music composition: father

Casting: Lane Casting


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