Category B03. Use of Ambient Media: Small Scale
Product/ServicePRIDE IN LONDON
Name Company Position
John Treacy Proximity London Executive Creative Director
Jason Cascarina Proximity London Deputy Executive Creative Director
Ant McGinty Proximity London Art Director
Lou Wright Proximity London Copywriter
Elsie Hoskin Proximity London Designer
Gabriele Mockute Proximity London Animator
Sabrina Gayle Proximity London Designer
Gabor Eszenyi Proximity London Animator
Paul Dazeley Proximity London Planner
Kelly Taylor Proximity London Marketing Manager
Zoe Jones Proximity London Operations Director (Client Services)

The Campaign

Due to the lack of acceptance at the time, many notable members of the LGBT+ community who lived before legalisation are remembered exclusively for their contribution to society, with their sexuality erased from history. Without acknowledging that side to them and the challenges it caused them, it’s impossible to fully appreciate the enormity of the achievements they made in the face of such adversity. Refusing to acknowledge this aspect of their lives also denies an entire generation of truly inspiring LGBT+ role models. Throughout London, iconic blue plaques celebrate famous former residents – the scheme has existed for over 150 years. The familiar site of a blue plaque is cherished by local residents and hunted out by tourists. We uncovered those belonging to members of the LGBT+ community and used the vibrant and iconic rainbow flag to give the blue plaques a disruptive makeover for the two weeks of Pride.

Creative Execution

The Love Lived Here plaques were in place for the duration of the two-week Pride in London celebrations, covering the existing blue plaques of famous LGBT+ Londoners. The plaques were promoted by a PR and outreach campaign. Using social analytics to identify relevant influencers and journalists who were able to visit the plaques, we encouraged people to share their unique first-hand experience with their followers. This was supported by a digital walking map that guided people between the plaques and a series of social posts giving more detail on the history behind each plaque. Finally, as an unmissable climax, we took the campaign to London’s annual Pride parade using a mobile digital billboard. While a captive audience lined the streets celebrating this year’s Pride theme ‘Love Happens Here’ we showed footage of the plaques as a reminder that all this is only possible because Love Lived Here.


National coverage from Channel 4 News and the Independent pushed the campaign far beyond Pride in London’s regular audience. By the end of the celebrations, we reached an impressive 4,027,000 people. However, the most important element of the campaign’s results is the emotional impact. One such example from a member of the public on Facebook: “I believe the rainbow plaques are a wonderful idea. Young people these days need role models who have integrity and have achieved something in life for their talent, intelligence, hard work and determination.” Online, our campaign started 3,344 conversations, where negativity was met by multiple counter arguments from members of the public sharing their alternative viewpoints. Beyond these measurable engagements, an estimated one million people watched the Pride parade with our campaign film, while countless Londoners saw our plaques throughout the two week campaign.

This year, for Pride in London we created a campaign that directly influenced the behaviour of a cross-section of the general public. We used iconic imagery in a challenging an unusual space to make people stop in their tracks and inspire them to engage in an important conversation about LGBT+ equality.

We wanted to create a meaningful campaign that would educate and engage people. London’s blue heritage plaques are powerful markers that connect history to the real world, forcing a genuine emotional connection to the past. The physical plaques that mark the actual homes where these historical figures lived their lives helped people better appreciate the emotional reality. Using a striking visual makeover, we were able to disrupt the physical environment by reimaging a familiar icon. As the blue plaques have become a common feature on London streets over the scheme’s 152-year existence, a rainbow alternative made people stop in their tracks, forced to look again at a familiar sight. Encouraging people to think again about the familiar streets they live on, and the history that has defined the society we live in today.