Sydney Gay and Lesbian Mardi Gras has partnered with MINI Australia to launch feel-good “Big Love is all around us,” campaign.
The inclusive campaign is in line with Mardi Gras’s 2022 theme “United we Shine”, which encourages everyone to rise up against inequality and celebrate the love around them.
“Big Love Is All Around Us” will include a social movement, digital and on-ground activations throughout Mardi Gras and Pride month including a “MINI Acts of Big Love” spectacle at the Parade.
It stands for all of humanity regardless of age, culture, physical ability, gender and sexual orientation.
From today, MINI Australia will launch its ‘MINI Acts of Big Love’ social movement, which asks everyone to share their own Big Love stories on social media by tagging @MINIAustralia with hashtag #MINIActsofBigLove to create a heartwarming platform of collective voices.
All stories will be collated, with the three stories most aligned to MINI’s optimistic attitude to life translated into digital content pieces and painted into giant murals around Sydney.
Each of the three entrants will also receive a prize pack valued at $1,000 which includes two tickets to the Parade at the SCG and After Party as well as one nights’ accommodation at QT Sydney.
Nikesh Gohil, brand and partnership marketing manager from MINI Australia said: “Big Love is all around us is inspired by the richness of our communities and the beauty of our differences that bring us together.
“Our mutual goal is to connect, inspire and encourage people to feel this spirit of solidarity at one of the world’s most iconic and celebrated events.”
Albert Kruger, CEO of Sydney Gay & Lesbian Mardi Gras said: “We are thrilled to be partnering with MINI Australia to help encourage even more people to celebrate diversity in new and exciting ways.
“After the challenging 20 months we’ve had, Big Love is all around us is a powerful and dynamic complement to our 2022 theme of United We Shine.”
As part of the Big Love movement, MINI Australia will also unveil its ‘Friends of MINI’ network – a collection of passionate advocates who embody the Big Love values, with a strong connection to the LGBTQIA+ community.
Each will share their own #MINIActofBigLove story to inspire audiences and contribute to MINI’s ‘Map of Big Love’ – a digital guide to all Mardi Gras happenings around the city, including the free ‘Fair Day’ on 20 February 2022.
RuPaul’s Drag Race alumni Maxi Shield is the first ‘Friends of MINI’ to be announced as part of the ‘Big Love is all around us’ movement.
Maxi Shields, said: “we’ve been waiting for Sydney’s iconic Mardi Gras to return so we can come together, embrace our individuality and celebrate each other.
“There’s no better time to spread the love and share those incredible moments that bring happiness to our lives.”
Famed British director Ridley Scott has opened up on one of the most famous ads in history – Apple’s “1984” ad that aired during the Super Bowl that same year and turned the computer company into a household name (and, just recently, the world’s first $US3 trillion company.) The dystopian spot – named after Orwell’s […]
In this guest post, Cam Blackley, chief creative officer and Emily Taylor, chief strategy officer at M&C Saatchi Group AUNZ offer up their industry predictions for 2022. And they’re as crazy as the year we just had… Making predictions off the back of 2021 feels a little stupid. Because 2021 was crazy as 2020 was […]
Brown Brothers and Gelato Messina have partnered to celebrate the ‘it’ drink of summer, creating a limited edition Prosecco Rosé gelato as part of the brand’s ‘Let’s Go’ campaign, developed by Communicado. The end result – which Messina chefs said was inspired by Prosecco cocktails like the Peach Bellini – is a gelato combining blood […]
Australian men’s lifestyle publication Man of Many is the first Australian publisher to sign on and partner with Ipsos. The new exclusive and preferred provider to the Interactive Advertising Bureau (IAB) Australian for the independent reporting of digital audience measurement data. The move comes after Man of Many has seen a huge growth in its […]
BWS have teamed up with M&C Saatchi and Carat to bring back the popular BWS Cooler app campaign, following huge success in both 2020 and 2021. This year, $20 million dollars’ worth of prizes are available, including free drinks, electronics, gift vouchers and even hot air balloon rides, plus every swipe is an entry into […]