Coca-Cola NYC Pride Activation
Dedica has had the distinct pleasure of developing and activating all of the creative assets for the 2018 and 2019 NYC Pride Marches. The 2019 World Pride March was the largest LGBTQ+ event in history and the largest event in NYC history with over 5 million in attendance. Our entire team participated in the march with Coca-Cola and is proud to support our community in such a meaningful and historic way.
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, rally flags, T-shirts, hats, bandanas, wristbands, collectable enamel pins, and even digital screens on branded Segways.