Birmingham Pride x HSBC UK
The Problem
HSBC UK wanted to activate its sponsorship of Birmingham Pride in an authentic way, showing genuine support for the LGBTQ+ community. The challenge was to integrate a global bank into a grassroots, community-led event without feeling corporate. The activation needed to seamlessly blend into the festival's celebratory atmosphere, resonate with the community's core values, and engage both the public and HSBC's own employees.
The Solution
I understood that true partnership isn't about being seen; it's about empowering people to celebrate themselves. As part of the team at TBA Group, I helped bring the campaign's central idea—"Celebrate your pride"—to life. My solution was a multi-platform activation that gave everyone involved a stage to celebrate their identity, with HSBC acting as a supportive and joyful enabler.
Our strategy was focused on three key areas: we designed a vibrant, open-top bus to lead the parade, making a bold statement of support and placing HSBC at the heart of the celebration. At the festival, we created an interactive space with a 360 photo booth, giving people a fun tool to create and share their own "pride moment." We also threw a launch party for HSBC employees in their Birmingham offices to show that the bank’s support for the LGBTQ+ community was holistic and started from within.
The Results
The HSBC UK Birmingham Pride campaign was a huge success, creating a powerful and authentic connection between the brand and the LGBTQ+ community. By giving people a platform to "Celebrate their pride," the activations generated significant positive social media buzz and high levels of engagement. The multi-faceted approach successfully positioned the bank as a fun, supportive, and truly integrated partner of Birmingham Pride, proving that corporate sponsorship can be a catalyst for joy and authenticity. I was proud to be part of the team that helped celebrate this amazing community.
Project Credits
Brand
HSBC UK
Platform
Festival Activation
Industry
Finance
My Role
Creative Lead
Agency
TBA Group
Launch Date
September 2023