Coming Out With

PHOTOGRAPHY

2021

PHOTOGRAPHY

2021

Coming Out With

Since March 2020, the pandemic has really impacted how we live our lives. Forced to stay indoors as much as possible, we’ve been unable to see loved ones, travel the world, or simply enjoy being outside of our own homes. The LGBTQ+ community has not only missed out on countless important moments during the pandemic but has had to witness two Pride parades cancelled in Dublin. A bastion of acceptance for the community, the lack of another physical gathering meant many were preparing to write off Pride 2021 as another event that could no longer take place. 

In order to celebrate and represent the LGBTQ+ community on the streets of Dublin, however, Rothco, part of Accenture Interactive, and Dublin Bus decided to make this year’s Pride a celebration of milestones that would otherwise have been missed. Although events were forced to go virtual for the second year in a row, the aim of the campaign was to overcome this setback and give members of the LGBTQ+ community the opportunity to celebrate during Pride 2021. 

In order to overcome the supposedly impossible challenge of coming out this month, the agency used out of home media as a vehicle for the community to celebrate Pride once more, with a fleet of Dublin Buses and infrastructure having been transformed to mark the milestone. 

CLIENT     DUBLIN BUS
AGENCY     ROTHCO

PHOTOGRAPHY     ADRIAN WOJTAS
CREATIVE DIRECTOR     ROB MAGUIRE
ART DIRECTOR     CARINA CAYE
CREATIVE     EOIN CONLON + KATE HAYES + ANNIKA CASSIDY
PRODUCER     JEREMY MUTHANA + CONOR HAMILL
VIDEO EDITOR     PAUL POWER
ASSISTANT     ANITA HOPKINS