Pride in London launches with joyous campaign calling for unity in isolation

The coronavirus crisis has postponed this year’s Pride in London parade (originally planned for 27 June), but Anomaly hopes to bring its spirit of celebration, community and activism to the campaign. Centred around the theme “You! Me! Us! We!” the message is one of unity and inclusivity, to replace some – if not all – of the jubilation and support found in coming together physically every year.

Anomaly’s group creative director LA Ronayne says the campaign is about “protest and equality and allyship, it's a call to the whole community to support one another, especially those who live a more marginalised experience each day. From typography to casting, every element of the campaign is a salute to all members of LGBT+ communities.” The agency was briefed by Pride London to represent the intersectionality within the LGBTQ+ community, and create an “energetic mix of party and protest”.

The campaign unfolds in two ways: the first is the graphics, which are loud, colourful and joyous, using the typeface Martin. This typeface itself was originally inspired by arguably one of the most iconic protest posters in history, “I Am A Man”, carried by protestors at the Memphis Sanitation Strike in 1968. The posters, which also draw heavily on the legacy of Stonewall, use colour gradients too, an important part of the visual system Anomaly developed to represent “the unification of queer groups”. This theme also ties to a purposely “eclectic” use of elements, colours, messages and symbols, to convey the coming together of communities.

Secondly the film, which is empowering and beautiful. It was shot over two days, with contributors either provided mini DV cameras or asked to self-shoot on their phones, directed remotely by Jess Kohl from Prettybird. Kohl says she made it her mission to work with an all queer team, from the editor Hasani Franke to the composer Joseph Reuben and director of photography Molly Manning Walker.

“[We] wanted to represent as many members of the LGBT+ communities as possible within the film. There's definitely still prejudice in LGBT+ communities; places which one might expect to be more inclusive than mainstream society. We felt it was an important responsibility to highlight a true cross-section of the groups – from sexual orientation and gender identity, to age, race and ability. We wanted to hear about the unique experiences the communities have been going through during this time – how the pandemic has divided the communities, and what tools people have been using to feel united.”

Anomaly sums up the campaign as “a rallying cry to all those in the LGBT+ communities – a reminder that no matter your identity, it’s important to reach out, understand and support one another, to be the best allies we can, within our own communities. Whatever Pride means to you, whether it’s a party, a protest or an exclamation of who you are, You! Me! Us! We! is bringing our community together in a time when we need it most.”