HSBC UK
Birmingham Pride x HSBC UK
The Problem
HSBC UK wanted to activate its sponsorship of Birmingham Pride to show authentic support for the LGBTQ+ community. The challenge was to integrate a global bank into a grassroots, community-led event in a way that felt genuine, not corporate. The activation needed to seamlessly blend into the festival's celebratory atmosphere, resonate with the core values of the community, and engage both the public and HSBC's own employees. How could a large institution "Celebrate your pride" alongside a passionate community and make it feel truly authentic?
The Solution
We realised that true partnership isn't about being seen—it's about empowering people to celebrate themselves. The campaign's line, "Celebrate your pride," became our North Star. Our 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 broken down into three key areas of engagement:
- Leading the Parade: We designed and activated a vibrant open-top bus that led the parade. This physical presence made a bold statement of support and placed HSBC at the heart of the celebration, literally leading the way with pride.
- The Festival Experience: At the festival grounds, we created a fun and interactive space centred around a 360 photo booth. This wasn't just a branded backdrop; it was a tool for people to create their own "pride moment." Festival-goers could capture and share their joy, with the content becoming a natural extension of the campaign. The activation was about giving people a platform for their pride, making the experience about them, not just the brand.
- The Internal Party: To show that support for the LGBTQ+ community starts from within, we threw a launch party for HSBC employees in the Birmingham offices. This internal event was a vibrant celebration with performances, "glow up" stations, and a general air of fun, allowing staff to feel a sense of belonging and proudly be a part of the day's celebration.
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, from leading the parade to empowering individuals at the festival and engaging staff internally, demonstrated that HSBC’s support was genuine and holistic. The project 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.
Project Credits
Brand
HSBC UK
Platform
Festival Activation
Industry
Finance
My Role
Creative Lead
Agency
TBA Group
Launch Date
September 2023