Jag Queen Service Centre

Mardi Gras was around the corner and Jaguar wanted to get involved for the first time. Holden owned sponsorship rights to the parade so we had to be clever about how we were going to participate. 

We found our opportunity in one of the many empty business spaces lining Oxford Street. There we set up a Jaguar Service Centre with a twist. Instead of servicing vehicles, we serviced and celebrated the parade’s fabulous guests. We called it the Jag Queen Service Centre.

Conscious that the Service Centre would be Jaguar’s LGBTQIA+ debut, it was important that our campaign respected and supported the community. The last thing we wanted was another rainbow washing exercise. The PR that followed made it clear we succeeded.​

“Jaguar Land Rover, a relatively new brand engaging in the LGBTQI+ space and 2019 principal partner of the Queer Screen’s 26th Mardi Gras Film Festival, showed the rest exactly how to do it right. How? By respecting the culture it was tapping into first. A surprising pop-up by the British marque set a new standard on how brands can include themselves in events outside the box." Whichcar