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the e.L.F story IN COLLABORATION WITH UPR AGENCY

HOW HAS BEING QUEER AFFECTED THE WAY YOU SEE THE WORLD?

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Pride isn't just a party; it's a platform. So when London Pride came knocking, we knew our activation needed to be more than just a moment - it had to be a movement. We teamed up with Future Stores to turn their London flagship into a canvas for the queer community's truth.

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Collecting Community

Before a single person stepped through the door, we were already sparking conversation. We launched a microsite asking one question: “How has being queer affected the way you see the world?” It was about collecting the community’s honest stories - the kind you can’t get with a focus group. This was the soul of the project, a living database of authentic queer experience.

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Bringing Truth to the Streets

The live event was where all those truths came to life. We transformed Future Stores' Oxford Street space into a visual thunderclap of queer experience. Floor-to-ceiling ticker tapes, lit up in the colors of the progress flag, cascaded down the walls, each one a scrolling, living testimony.

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Adding to the Noise

Engagement was key. We peppered the street outside and the entire venue with QR codes so everyone was invited to join the conversation. We designed a dedicated lounge area where people could hang out, recharge, and watch in real-time as their newly submitted answers joined the collective, a testament to the power of a single moment of shared experience.

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