Pride Rainbow Runway
Discover how we helped Woolworths turn up the volume and let the community shine
Client:
Woolworths
The brief
Woolworths Group wanted to make a powerful and authentic statement of support for the LGBTQIA+ community—while creating an inclusive space that also engaged their team members in a way that felt bold, joyful and unmissably Woolworths. But this wasn’t about plastering logos or pushing product—it was about creating space for the community to shine, on their terms. For Woolworths Group, it’s about showing up meaningfully and reflecting the diverse communities they serve across the country.
Our curious spark
We took inspiration from the expressive, unapologetic energy of voguing culture and asked: what if a supermarket didn’t just support Pride—but became a stage for it? That question sparked the Rainbow Runway, an activation designed to celebrate self-expression, pride and performance—on Woolworths' terms.
Why this campaign mattered
For brands showing up at Pride, tokenism is a real risk. But Woolworths didn’t just want to turn up—they wanted to be part of the culture in a meaningful way. By embracing the art of performance and the spirit of inclusion, Rainbow Runway became a genuine platform for community engagement and team pride, not just brand visibility.
Activating curiosity and creativity
Our curious crew at work
We channelled the bold energy of voguing and the spirit of Pride into every detail – designing custom-built catwalks, curating joyful DJ sets, and working closely with Woolworths team members and local drag talent to bring Rainbow Runway to life. Every element was crafted to feel unapologetically vibrant, proudly inclusive, and unmistakably Woolworths – creating a space where self-expression wasn’t just welcomed, it was celebrated.
Proof that curiosity pays off
Scalable success
What began as a high-impact statement at two of Australia’s biggest Pride events evolved into a national program, now embedded across community Pride festivals.
Employee pride
The platform became a magnet for internal engagement, with Woolworths team members actively participating, performing, and sharing their own stories.
Authentic inclusion
Rainbow Runway didn’t just show up—it showed what real brand allyship looks like in action, cementing Woolworths’ reputation as a truly inclusive brand.
Lessons in curiosity
By asking, “What if a supermarket didn’t just support Pride—but became a stage for it?” we transformed a retail brand into a cultural platform—one that celebrated self-expression, invited real participation, and proved that true inclusion goes far beyond the rainbow logo.