The AA: advert-body-2 by Splendid Communications

Splendid Communications has revealed a ‘Prideway Code’ in honour of London’s 46th annual Pride festival. Reimagining what the nation’s most well-known road signs might mean if they were instructions at the party, the activity on behalf of Splendid client, the AA, is designed to help Pride-goers navigate the festival with a smile on their face. Championing mantras like ‘come together’, ‘strut your stuff’ and, of course, ‘Disco!’, the move plays on the organisation’s traditional role in putting out signage for festivals and events, and is designed to celebrate diversity and inclusion.

These new-style, ‘prideified’ road signs will decorate the AA float at the parade and be given out to event-goers as badges. In a first for the brand, the activation will also see Splendid launch the AA’s first ever dedicated GIF channel to help fuel the celebratory mood online as well as in the parade. The fun, surprising Gifs in the style of the Prideway Code can be used by anyone in the world looking to celebrate Pride on their social media channels.

To cement its support of Pride in London and the LGBTQ community, the AA has also turned some of its iconic yellow vans rainbow-coloured, to bring to life its company’s promise – ‘whoever you are we’ll get you there’ – to life.