Honouring 50 years of queer revolt, this year's Pride in London theme is Jubilee. Ahead of the July parade in the UK's capital, Pride in London has begun its celebrations with a campaign fit for royalty.
Borrowing classic Jubilee iconography, this is the second campaign BMB has delivered since Pride in London appointed it last year.
After years of relying on the ad industry's charity, BMB was drafted into work with the brand on developing on a communications plan that will see it through the entire year, not just the Pride event in July.
BMB's latest work, co-produced with Blink, is film that features an all LGBT+ cast re-enacting the moments that have defined what Pride has become today.
To mark its fiftieth birthday celebrations, the film in a timeline of the past fifty years and LGBTQ+ struggle and progress.
Set within a dark stage, LGBTQ+ actors re-enact various scenes, against a background of actual audio and news footage clips, to accompany the different moments.
It theatrically opens at the Stonewall Inn, on 28th June 1969 - the night when some of the most marginalised people from the LGBTQ+ community stood up to continued oppression and fought back.
A lone figure appears out the darkness, with only an audio recording of news coverage and real sounds from the riot for company. She seems distressed as she fights opponents at the Stonewall Inn.
It then moves on from New York to the first UK Pride Rally in 1972, before fast-forwarding to the devastating effects of the AIDS crisis and the protests against the enactment of Section 28 in the 1980s.
Propelling into the millennium, the film honours the passing of age of consent and the legalisation of same-sex marriage, before reaching the present day and the ongoing fight for trans rights.
The film closes with a line-up of figures of the LGBTQ+ community, holding placards that reflect fights still needing to be fought - like in Brunei which has enacted strict new laws that make gay sex punishable by stoning to death
Discussing the campaign, Tom Stevens director of marketing at Pride in London said: “Last year, our film developed with BMB demonstrated that Pride still matters and showed that while progress has been made for some parts of the community, there’s still a long way to go.
"In this landmark year, the Pride Jubilee honours 50 years of queer revolt and allows us to recognise and celebrate the moments in our shared history that have made the Pride movement what it is today.
“Even in the last month we have been reminded that the great strides in equality that some of us enjoy today are not shared by everyone in our community. While people are being attacked on public transport, trans people continue to face discrimination and abuse, and LGBT+ people face injustice globally, it is clear that the fight is not yet won.
"The #PrideJubilee is about recognising that we have much to learn from the queer pioneers who came before us, and that we must take collective responsibility to understand our history.”