To launch George’s party wear this Christmas, we wanted to do something different from the usual, so we chose to tap into something meaningful, whilst still celebrating the season. With George donating £100,000 to Diversity Role Models in 2021 to support them to end LGBTQ+ bullying in schools, we decided to build on this, partnering with them to make our campaign.
We learnt that going home at Christmas is not always easy for people and that this is particularly the case with the LGBTQ+ community. It takes courage, and empathy to overcome this sad truth.
We turned to Ball Culture, a loud and proud countercultural phenomenon rooted in necessity and defiance. A place of acceptance and celebration, for LGBTQ+ people.
We imagined bringing this to a typical British pub, telling the story of a trans person arriving one evening at Christmas time. At first they don’t feel welcome, but fortified by music and an inner confidence, they push through the feared judgement and feeling uncomfortable. They dance their way into changing the whole atmosphere in the pub, to one of complete inclusivity and joy. In the words of our campaign – they “Slay it”.
It was of paramount importance to stay authentic to the scene. We wanted to celebrate it, bring it to a wider audience, but not steal from the culture, so we worked with people who were part of, or supporters of the scene.
The director, producer, choreographer, our lead and supporting dancers, the musician and more. All were fully immersed into the story right from the start.