Jaguar // ‘Fit for a Queen’

Jaguar challenged our team to legitimise the brand with LGBTQI+ audiences with a campaign and brand activation around Mardi Gras; Sydney’s annual month long queer festival. In a world of brand rainbow washing, it was vital to activate in a meaningful and relevant way.

The approach was to create an experiential pop up space right next to the parade in Oxford Square, inviting passers by into the Jag Queen Service Centre for make-overs, touch-ups and refreshments. The activation culminated in a Ru Paul style drag competition which made national news.

To further legitimise the brand, we partnered with the Mardi Gras film festival as their key sponsor throughout the month of Mardi Gras, together with a cinema ad with leading drag queen Rhuma Hazzet which ran for the month.