BWYASSS rolls out the runway for Mardi Gras and Pride
BWS has celebrated Mardi Gras and Pride with the return of the in-store activation and content series BWYASSS Runway.
The announcement:
BWS celebrates Mardi Gras and Pride this year with the BWYASSS Runway, an in-store activation and content series developed in collaboration with members of the The House of Silky and The House of Slé, music producer Mirasia and production crew within the ballroom community via M&C Saatchi Sydney.
The runway, in ballroom culture, was pioneered by black and latinx trans women and queer people because the community needed a place to express themselves, without judgement. The BWYASSS Runway was created with the same intention – to remind people that BWS is a place where everyone belongs and all are welcome.
As the cheeky younger cousin of the category, BWS have never been afraid to rock the boat and put their money where their mouth is, when it comes to their local communities. Last year they rebranded their Oxford street store BWYASSSS during Mardi Gras and this year as a national show of support for the LGBTQIA+ community, they are permanently rebranding stores across every state. This year they have also launched LOUD & PROUD drinks range in partnership with Pinnacle Drinks. 100% of the range’s profit will be donated towards the Pride Foundation of Australia.
“At BWS we encourage an environment of diversity and inclusion for our customers and our team. We want everyone to feel welcome when they walk into any BWS store no matter how they identify. Permanently rebranding an additional 7 stores nationally to BWYASSS is just one way we want to show our support of the LBGTQIA+ community.” says Meg Clark, Head of Marketing at BWS
“Ballroom is a vibrant subculture within the pride community. We wanted to celebrate that with The Runway and the shared value of acceptance and let people know they can express themselves freely at BWS” says Brendan Donnelly Creative Director at M&C Saatchi Sydney.
Dentsu’s media agency Carat managed the media strategy and buying. BWYASSS’ runway and Loud & Proud range will be brought to life on Spotify (featuring our own Mardi Gras playlist!) social, street posters and influencer activity.
Credits:
BWS
An Le – Head of Brand & Experience
Jax Young – Senior Brand Manager
Charlotte El Baz – Brand Manager
Carat
Bianca Falloon – Client Partner
Christian Fox – Senior Client Director
Cat Wilkinson – Head of Content Partnerships
Jack Rothery – Strategy Director
Amanda Nguyen – Senior Client Manager
Zac Kelly – Strategy Manager
Megan Suriadji – Client Executive
Jacob New – Content Partnerships Executive
M&C Saatchi Group AUNZ
Cam Blackley – CCO
Avish Gordhan – ECD
Brendan Donnely – Creative Director
Jackson Elliott – Art Director
William Campion – Copywriter
Vanessa Boueyres – Managing Partner
Helene Ioakimidis – Group Account Director
Katie Lockwood – Senior Account Manager
Ashlee Keown – Senior Project Manager
Head of Planning – Rachael Fraser
Senior Strategist – Amy Grant
Colin Tuohy – Senior Producer
Loren August – Head of Broadcast
Post Production
Resolution Design
Tommy Thoms – Director
Sound
Rumble Studios
Track
Cherry by Akashi (prod. Mirasia) https://blacktransproject.bandcamp.com/track/cherry-prod-mirasia
Talent
Akashi Silky
Father Eliam Slé
Kiki
Taimania
Nic
Honey
Creative consultant from the House of Silky: Xander Khour
Source: M&C Saatchi media release
