BWYASSS Rolls Out the Runway for Mardi Gras and Pride Month in Campaign from M&C Saatchi Sydney

BWS celebrates Mardi Gras and Pride this year with the BWYASSS Runway, an in-store activation and content series developed in collaboration with members of the The House of Silky and The House of Slé, music producer Mirasia and production crew within the ballroom community via M&C Saatchi Sydney.  

The runway, in ballroom culture, was pioeneered by black and latinx trans women and queer people becuase the community needed a place to express themselves, without judgement. The BWYASSS Runway was created with the same intention - to remind people that BWS is a place where everyone belongs and all are welcome.

As the cheeky younger cousin of the category, BWS have never been afraid to rock the boat and put their money where their mouth is, when it comes to their local communities. Last year they rebranded their Oxford street store BWYASSSS during Mardi Gras and this year as a national show of support for the LGBTQIA+ community, they are permanently rebranding stores across every state. This year they have also launched LOUD & PROUD drinks range in partnership with Pinnacle Drinks. 100% of the range’s profit will be donated towards the Pride Foundation of Australia.

“At BWS we encourage an environment of diversity and inclusion for our customers and our team. We want everyone to feel welcome when they walk into any BWS store no matter how they identify. Permanently rebranding an additional 7 stores nationally to BWYASSS is just one way we want to show our support of the LBGTQIA+ community,” says Meg Clark, head of marketing at BWS.

“Ballroom is a vibrant subculture within the pride community. We wanted to celebrate that with The Runway and the shared value of acceptance and let people know they can express themselves freely at BWS,” says Brendan Donnelly creative director at M&C Saatchi Sydney.

Dentsu’s media agency Carat managed the media strategy and buying. BWYASSS’ runway and Loud & Proud range will be brought to life on Spotify (featuring our own Mardi Gras playlist!) social, street posters and influencer activity.