Dedica had the distinct pleasure of developing all of the creative assets and activation elements for the 2018 NYC Pride March. The March took place on Sunday, June 24th and attracted the largest crowd in the history of the NYC Pride Parade – with 2.2 million spectators and included a televised broadcast on ABC7.
To create a strong, inclusive Coca-Cola brand presence, the team designed a custom-wrapped double decker bus and incorporated branded drag queen influencers to interact and share selfies with the spectators. In addition, the team activated branded elements such as vintage Harleys, ralley flags, T-shirts, hats, bandanas, wristbands, collectable enamel pins, and even digital screens on branded Segways. As a way to show our support, the entire Dedica team proudly marched alongside the Coca-Cola team to help spread happiness.