ASOS x London Pride

Secured and delivered ASOS's sponsorship of London Pride 2018 - a first for the brand. Activation saw ASOS's global LGBT+ messaging of 'Unity', used and adapted through collaboration with London based arts Joy Miessi. Joy was asked to devise slogans and imagery that reflected her artistic vision of what 'Unity' truly represented. This vision was then transformed into a sea of placards, flags and bespoke ASOS x GLAAD unity t-shirts, taking inspiration from original Pride marches. The activation generated both print and digital attention, whilst reaffirming ASOS as an authentic support of the LGBT+ community.