Carat and BWS celebrate queer culture in Mardi Gras and Pride campaign

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BWS, in partnership with Carat, is bringing back BWYASS to celebrate Mardi Gras and rejoice in the many aspects of queer culture. 

BWS GM of Marketing Josie Brown said it was amazing to see the momentum behind BWYASSS just five years after renaming the first of its stores on Oxford Street in Darlinghurst. 

Born out of the lived experience of Carat’s own queer talent, the BWYASSS & Proud campaign aims to celebrate the diversity of the rainbow by highlighting the many and varied identities within the queer community, emphasising that it is not a monolith, and all are welcome into every BWS across Australia during Pride Month and across the year. 

As part of BWS’ year-long commitment to the queer community, some of the 1,400 stores that will rebrand as BWYASSS for Pride, will retain the rainbow branding throughout the year. BWS also has an exclusive range, Loud & Proud, of which 100% of profits will be donated to The Pride Foundation Australia. 

Carat Senior Strategy Director Annika Barrett said: “The passion behind this project has been unparalleled. This was a proactive idea, created by queer talent at Carat, born of an insight informed by our lived experience. We've seen that insight resonate deeply with every partner we've engaged along the journey. And, we've seen that insight reflected in the lived experience and expression of individuals in the queer community as they navigate this year's Pride celebrations in Sydney. 

“We dreamt of creating a celebration that was truly representative of what BWS stands for and above all truly inclusive of all expressions of Pride. And we are so proud." 

BWS Senior Brand Manager Jax Young said: “At BWS we are super proud to be the most inclusive and diverse retailer that welcomes everyone into our stores. The LGBTQIA+ community is made up of so many amazing identities and stories and we want to celebrate all parts of Pride this Mardi Gras season. 

“BWYASSS is all about celebrating what you are most proud about and bringing people together. The BWYASSS House of Pride is a fully immersive space that has been curated by 

the community for the community with dedicated spaces to match whatever your vibe is. It is the one celebration you won’t want to miss.” 

At the heart of the in-store activation and content series, BWYASSS presents the House of Pride, a physical representation of BWS as the most welcoming and inclusive space in liquor retail. 

The House of Pride culminates in an ultimate celebration of the experiences and identities of the LGBTQIA+ community. The event at La Porte, Sydney, on Friday March 3, has been created by the community for the community, curated by Queer artists and allies including The Two Queers, Papi Chulo, Mowgli May, Chela, BVT, Confidence Man and many more. 

BWS and Pedestrian Group in partnership are inviting the community to take a trip at the House of Pride into an ode to all the different experiences and identities of the LBGTQIA+ community, creating an event that caters to everyone and all expressions of Pride, with 4 Rooms and 4 Vibes. 

“For us, Pedestrian was the perfect partner to bring this campaign to life alongside Carat and M&C Saatchi. Pedestrian was one of the most vocal supporters of Same Sex Marriage in 2017, they cover content relevant to the LGBTQIA+ community and their distinct tone of voice really drives their message home and speaks to young Aussies so effortlessly,” said Barrett. 

The BWYASSS & Proud campaign features local identities from the queer community across a variety of subcultures, with the campaign running across film, out-of-home, owned channels, digital, as well as a PR and influencer component. 


Client BWS:

  • An Le 
  • Jax Young
  • Shireen Yousif
  • Emily Snoch

Media agency: Carat:

  • Christian Fox
  • Annika Barrett
  • Mel Ford
  • Jenn Reid
  • Ellishia
  • Maher
  • Felipe Pedroza

Pedestrian Group:

  • Zara Huxley
  • Spyros Dukarich
  • Amy Ryan
  • Maria Dimitrakas
  • Jenna Suffern
  • Olivia Watts
  • Skylar Dukarich

Creative: M&C Saatchi


For more information contact: 

Miranda Ward 
Senior Communications Manager 
Carat Australia 

About Carat 

Most recently named a leader amongst global media agencies by Forrester, Carat is consistently ranked the #1 media agency in the world with over 10,000 experts, operating across 190+ offices in 135+ countries. Carat delivers an unparalleled capability to unlock real human understanding to connect people and brands by designing powerful and engaging media experiences. Carat is a Dentsu company and privileged to work with some of the most storied and innovative brands in the world. In Australia, we have operations in Sydney, Melbourne, Queensland, South Australia, and Western Australia.