Sir Ian McKellen and Graham Norton head up Pride in London’s #NoFilter campaign

Pride in London is almost upon us, and the theme for next weekend’s (June 25) annual celebration of love and equality is #NoFilter.

Dreamt up by creative agency WCRS and Pride in London, the campaign is all about not having to hide who you are and who you love, being able to live your life without covering up anything.

The campaign’s manifesto film shows what ‘No Filter’ means to members of the LGBT+ featuring many celebrity figures like Sir Ian McKellen, Graham Norton and Stephanie Hirst. It emphasises how no one should live their life pretending to be someone they’re not.

Alison Camps, Marketing Director of Pride in London, says: “The ‘No Filter’ campaign is the perfect response to a real issue within London and the UK at large. Pride in London is a fabulous celebration of all that we have achieved together, and the fact that we are moving towards a more equal society. WCRS really understood not just what we were trying to achieve, but – crucially – why, and we are delighted with the outcome of their work.”

An innovative Digital Out of Home campaign, made between WCRS and Exterion Media, will also launch on Wednesday June 15 at Westfield London.

The immersive experience allows visitors to hear the stories of five prominent members of the LGBT+ community. They will be talking about the first times they felt free, fearless and with “No Filter”.

Visitors will be able to hear stories from Sir Ian McKellen, Speech Debelle, David Ames, Sophie Ward and Stephanie Hirst via sound showers installed above the digital poster sites, which are activated when someone stops in front of the poster. This will go on until the 27th June.

Ross Neil, Executive Creative Director, WCRS commented: “WCRS was absolutely thrilled to get the opportunity to work on Pride in London. We have really enjoyed coming up with and rolling out the ‘No Filter’ campaign in collaboration with Pride. It’s been particularly pleasing to see how the LGBT+ community are already responding to it in a really positive way.”

So throughout London Pride take pictures, videos and share your stories and hashtag them with #NoFilter and show off living your life with no restrictions.

Words: Darren Mew

More stories:
Making history: Prince William appears on the cover of Attitude
Liam Gallagher slammed for homophobic tweet just days after Orlando shooting