Cannes Lions
ROTHCO, PART OF ACCENTURE SONG, Dublin 7 / DUBLIN BUS / 2022
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Dublin Bus is one of the longest official supporters of Dublin Pride, and its busses have been a feature of the parade over a decade. With no Pride festival due to the pandemic, the only parade staple that would be seen on the streets of the capital in 2021 were Dublin busses. So Dublin Bus handed over this ‘one remaining parade slot’ to people who’d been waiting their entire lives to come out at Pride. Our busses enabled them to proudly come out to their city in the most visible way imaginable. So in 2021 a platform that would normally have existed for a few hours over a 3km stretch became a month-long celebration of this monumental moment in their lives - covering the entire city with a message of pride, and giving them the opportunity to celebrate their true selves in the loudest possible way.
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