RuPaul’s Drag Race UK
The Campaign
With the arrival of RuPaul’s Drag Race on UK shores, we wanted to celebrate this cultural phenomenon in the only way we knew how, with creativity, uniqueness, nerve and talent… and a singing squirrel wig.
The core thought was ‘Welcome to the Family’ with Mama Ru inviting you all to be her children.
Launch Film
Manchester Pride
We started building excitement for the launch by recreating RuPaul’s famously long legs, and sashayed them through the Manchester Pride Parade, doing death drops and delighting fans. These legs then formed the centre piece for our Queen RUveal, where each Queen was announced to armies of fans at Manchester Pride by emerging from in between Mama Ru’s legendary legs. The new Queens were birthed!
Social- Queen RUveal
On social we created cheeky Instastories and Snapchat films which introduced the Queens.
