Mardi Gras is a protest for and celebration of love and equality. The annual festivities provide extensive opportunity for brands to activate and engage with their audience, given this is an authentic space for them. Here are our three favourite activations from this years Lesbian and Gay Mardi Gras.
Qantas
Qantas, a main partner of Mardi Gras was an absolute showstopper. It isn’t out of the ordinary for Qantas to get dressed up in the spirit of Mardi Gras. In 2017, Qantas planes flew with rainbow decals onboard the aircrafts exterior.
In 2020, Qantas flew alongside 190 floats during the Mardi Gras parade with their now iconic Rainbow Roo float. Qantas staff were dressed for the occasion, doused in glitter and wearing wings, dancing alongside the bedazzled float for the duration of the parade.
Along with their physical efforts, Qantas distributes plenty of content in the lead up and during Mardi Gras to assist locals and travellers find things they’d like to attend and celebrate at.
Bumble Queen Bee Throne
In 2020, Bumble signed on as an official Mardi Gras partner.
Lucille McCart, Bumble’s Country Lead Australia told B&T, “At Bumble we are dedicated to ensuring that our platform is as inclusive as possible for our community of users. Bumble is a place where everyone is able to have a positive and empowering experience that helps them create authentic and meaningful connections. Our company was founded on core values of respect, equality, inclusivity and kindness and this shows in everything that we do.”
At this years Mardi Gras, Bumble activated the partnership with their “Queen Bee” throne at Mardi Gras Fair Day on the opening weekend of celebrations.
Following this, Bumble users had a chance to win the ultimate VIP experience, watching the Mardi Gras Parade from an exclusive viewing area at Taylor Square, and then attend the Official After Party headlined by Dua Lipa, Sam Smith and Kesha.
Bonds OUT NOW Exhibition
Usually, ANZ would take the cake for Mardi Gras celebrations however this years outspoken #LoveSpeech campaign was not entirely welcomed by the LGBTQI community.
In the lead up to Mardi Gras, Bonds dropped their Pride product range, designed to celebrate the LGBTQIA+ community in the true spirit of confidence, self-expression and inclusivity.
In celebration of Bonds Pride range, they hosted an immersive exhibition featuring a “diverse representation of LGBTQIA+ Australians” – including Aussie musician Montaigne, comedian Rhys Nicholson, Mardi Gras Creative Director Kat Dopper, artist Frances Cannon, and many more.
Bonds Mardi Gras efforts even saw their partnership with Minus18, making contribution to their initiatives such as the Queer Formal.