HATTER x Pride - Reclaiming the Queer Dance Floor
2023 Amsterdam
Creating a brand experience with a message (on a boat)
ASK
Create a bold statement during Amsterdam Pride around the official 2023 theme of ‘You Are Included’.
ANSWER
We designed a vibrant, multi-faceted Pride experience, the highlight of which was our “Reclaiming the Queer Dance Floor” canal parade boat. This 20m x 4m floating disco was inspired by iconic dance floors and mirror balls, reflecting (literally) the diverse Pride attendees. We booked top talent, designed our own placards and gradient flag (encompassing the colours of the full community flags), and even built a microsite complete with style guides and social assets.
WHY IT MATTERED
- 200 boat attendees celebrated queer identity with joy, pride and power.
- “Reclaiming the Queer Dance Floor” was awarded 2nd place for Overall Best Design.
- 12 press articles highlighting the importance of business visibility at Pride.
- Extended visibility and impact with its dedicated microsite, social assets and style guides.
- Cemented HATTER’s commitment to making moments that truly matter.
WHAT WE DID
Strategy & Insights / Concept & Design / Production & Run of Show
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