PRIDE 2019

A GREAT SAGA NEEDS ALL SORTS OF HEROES

THE CHALLENGE

To create a standout float in Barcelona and walking group in London that increased King’s brand visibility and recognition at Pride.

WHAT WE DELIVERED

Taking to the streets of London and Barcelona to celebrate and support our vibrant community, 100 King employees in each location enjoyed a pre-Pride office celebration including a large-scale healthy food Pride flag art installation, face painting, office decorations and choreography lesson.

In Barcelona, we used the float as a moving canvas for the King brand with characters playfully interacting with a cascading rainbow motif. On the float, King employees participated in a dynamic dance party complete with live DJ.

London saw the iconic Candy Crush striped jellybean turn in to a giant inflatable that took pride of place above the group, while a choreographed dance routine impressed spectators and kept participants entertained until the end of the parade.

As a nod to the playful nature of King’s brand, we also designed and produced hand-held signs from the lexicons used in their best-selling game Candy Crush. Words such as ‘Crush’ and ‘Delicious’ were used to engage with members of the public.

THE OUTCOME

This year at Pride, we pushed the creative boundaries and for the same budget as the year before.

Working together, we joined forces in King’s quest to build an inclusive, diverse and collaborative community for its colleagues and players.

You guys are great, and I really appreciate all the good ideas and amazing work you do. You made me feel very safe every step of the way!

Events Project Manager King, 2019