Cannes Lions

Mardi Cars

ISOBAR, Melbourne / HOLDEN / 2017

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How do you ‘come out’ as a sponsor of Sydney Mardi Gras? With a fleet of rainbow-decaled ‘Mardi Cars’. We ferried Mardi Gras revellers to pre- and post-parade parties around the city to celebrate the new partnership. Our drivers were all celebrity drag queens and influencers from the LGBT+ community—loud, proud and ready to give people the ride of their lives.

Our cheeky ‘free rides’ rainbow taxi rank alerted people to the service. Passengers were invited to kick-on for the Mardi Gras celebrations, singing karaoke and chatting with the drivers and other party-goers along the way. It was all about getting in the mood and celebrating the magic that is Mardi Gras.

We then broadcast the experience far-and-wide across Australia, posting live social media content on Facebook, Twitter and Instagram not only of the parade, but of people sharing messages of love and support of marriage equality from the Mardi-Cars themselves.

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