Mini Australia celebrates big love in new Mardi Gras campaign

Sydney Gay and Lesbian Mardi Gras has joined forces with Mini Australia to mark the Mardi Gras 2022 with their “Big Love is all around us” campaign.

The campaign asks everyone to share their own experiences of big love under the hashtag #MINIActsofBigLove. The movement will be bolstered by on-ground activations during Mardi Gras and Pride, including the Mini Acts of Big Love spectacle at the Mardi Gras Parade on 5 March.

Maxi Sheilds for Mini Australia’s ‘Big Love is all around us’

Drawing on the Mardi Gras 2022 theme, United We Shine, the Big Love is all around us campaign aims to celebrate all of humanity regardless of age, culture, physical ability, gender and sexual orientation.

“We are thrilled to be partnering with MINI Australia to help encourage even more people to celebrate diversity in new and exciting ways.” said CEO of Sydney Gay and Lesbian Mardi Gras, Albert Kruger. “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.”

“Big Love is all around us is inspired by the richness of our communities and the beauty of our differences that bring us together.” added Nikesh Grohil, brand and partnerships marketing manager at Mini Australia. “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.”

Social media users will be able to participate in the campaign by posting their own Big Love story on social media, tagging @MINIAustralia and adding the #MINIActsofBigLove hashtag. Stories posted before 11:59pm on 26 January will go into the running to be one of three stories turned into digital content pieces and painted into murals around Sydney. The winning entrants will be awarded with prize packs valued at $1000, including two tickets to the parade at the SCG and after party, as well as one night’s accommodation at QT Sydney.

The Big Love movement will also see Mini Australia unveil its “Friends of Mini” network, a group of LGBTQI+ advocates and allies who will each share their own #MINIActsofBigLove story and contribute to Mini’s “Map of Big Love”, which will act as a guide to Mardi Gras events across the city.

RuPaul’s Drag Race alumni Maxi Shield is the first “Friends of Mini” to be announced.

“We’ve been waiting for Sydney’s iconic Mardi Gras to return so we can come together, embrace our individuality and celebrate each other.” said Shield. “There’s no better time to spread the love and share those incredible moments that bring happiness to our lives.”


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