One of the EE brands key values is being an ally. Their CEO, Marc Allera, regularly talks about how each and every one of us can be a better ally to minority groups. So it was a joy when the retail team came to us to develop the brands 2022 Pride campaign for retail stores and beyond.

What did the client want and need?

EE asked us to develop some creative concepts that pushed the Pride envelope. They’d done the pride flag before and wanted something more. Something that would wrap their flagship stores up and down the country on key weekends where those locations would be having their Pride celebrations/parades.


Where did we start?

We began by drilling down into what the Pride movement is all about in 2022. Pride is about bringing people together for a celebration of individuality. But while it’s a key opportunity to raise awareness about important LGBTQ+ causes, it’s also a chance to share the joy that comes from embracing diversity and differences loud and proud.

We developed 10+ concepts to present to EE, and the winner was…

Initial Concept

Initial Concept


What was the final outcome?

We proposed filling EE retail stores with an explosion of colour. A vibrant explosion of joy and colour that captures the celebratory nature of Pride. Our Bursting with Pride campaign went down an absolute storm across the entire business. EE and BT embraced the campaign with open arms, not only using it across the retail estate, but for internal comms and during their flagship Consumer Live event at the NEC, Birmingham.

Check out this time lapse of the Birmingham store installation…

"This was an important and incredible campaign to work on, and Citizen brought Pride to life in a beautifully creative way, allowing colleagues to show celebration and support with their local communities."
- Nicola Gibson, Retail Marketing Manager, EE