Raise Your Pride This Summer！

Pride12 is proud to release our official campaign visuals created together with TBWA!

What comes to mind when you hear Shanghai? Is it the vibrant skyscrapers at Lujiazui? Or the nostalgic and elegant Bund area? Or perhaps, the lively lanehouses colouring the street with their hangers and laundry tools?

That’s right! The creative folks at TBWA have made a clever use of the pun of this year’s theme:  turning old lanes and unique architecture into our canvas and putting up a rainbow to Raise the Pride!

Our theme this year – “敢晒，敢骄傲 Raise the Pride” – reflects our commitment to asserting our identities and daring to let our true colors fly free. In a time when our world can feel increasingly divided, we hope to focus on what unites us — love, friendship, community, and Pride.

We invited five models to shine under the sun, to show their confidence, and to raise the pride of the LGBTQ community!

At the same time, at the beginning of June, we will also launch a flash event based on this year’s campaign photos – “6/2 Raise the Pride”! We will give our Pride souvenirs to eligible participants. Stay tuned for more information provided soon. We are looking forward to your participation!

If you would like to know more about the models and behind-the-scenes highlights, stay tuned for our next post! Comment and tell us which you like most too!

Special Thanks to TBWA\ The Disruption Company 

TBWA is the disruption company who develops business-changing, culture-defining and award-winning ideas for brands.

And they’ve got the hardware to prove it. They are consistently ranked among the top 10 global advertising agencies worldwide.

 Photos by: Jedi