This month the web and the streets of the cities of the world have dyed with the colors of the rainbow to support the rights of the LGTB community. Also in Milan, on June 30th, a procession of hundreds of thousands of people flooded Corso Buenos Aires united by the hashtag #CiviliMaNonAbbastanza.
The advertising campaigns of some of the most important brands and advertising agencies have supported the people taking to the streets.
Levi’s has created the Pride Collection dedicated to the event; Haribo has made of its rainbow candy the symbol of this campaign; Coca-Cola made a limited edition can by changing the logo with the word Love; Deliveroo became Deloveroo; the delicious filling of the Oreos has been dyed with a thousand colors; Netflix, the sponsor of the event, has hung billboards in Porta Venezia subway with the slogan Rainbow is the New Black. Moreover, on the evening of the 30th, the bastions of Porta Venezia and the Unicredit Tower lit up with the colors of the rainbow.
Converse, in collaboration with Miley Cyrus, created the Converse Pride Collection; both the strap and the screen of the Apple Watch were colored from red to purple; H&M celebrates Pride with the Love For All collection; Disney has launched Mickey Rainbow Collection, the first LGBT merchandising line and, finally, Under Armour has created a sports line dedicated to the event.
