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British Army Camo Sticks ‘A guide to how to stand with Pride’

British Army Camo Sticks ‘A guide to how to stand with Pride’

Bigger and bolder than ever, it’s hard to name a brand that wasn’t involved with Pride this year – and with 2017’s parade marking 50 years since homosexuality was decriminalised, it was only natural that everyone and their kitchen sink wanted to take part in the conversation.

Our prime example of sensitive, time-appropriate advertising? The British Army. While handing out thousands of rainbow-coloured camouflage sticks as part of their campaign ‘This is Belonging’, they’ve also set an important example for other brands: look at how you fit into Pride, not how Pride can fit into you.

It’s not enough to add a rainbow flag onto your logo anymore; Pride itself has argued that brands ‘need to go further’. Here’s the message to take away: jumping on the bandwagon is tired. If you’re not going to take a stand and add some meaning to your brand with a clever, thought out campaign, maybe step away – and let the ones that are, shine. 

 
 
Untapped format No 3: Location scouting

Untapped format No 3: Location scouting

Untapped format No 2: following a pop-up narrative

Untapped format No 2: following a pop-up narrative