An innovative campaign called The Debutante Ball was created by the Sydney Gay and Lesbian Mardi Gras, Herd MSL, Leo Burnett Australia, and the modern Johnnie Walker brand.
Mardi Gras Celebrations for First-Timers
Aiming to empower individuals to experience the enchantment of Mardi Gras for the first time, this unique ad celebrated inclusion. To address the concerns of those who might be hesitant to come, Johnnie Walker made an effort to cultivate an inclusive space that celebrated the rich variety within the LGBTQIA+ community.
Mardi Gras legend Robyn Kennedy (who was in the inaugural 1978 parade), paper artist Benja Harney, and trans couture designers Katie and Lillian Nicol-Ford extended an invitation to first-time attendees of Australia’s Mardi Gras in 2024 through a nationwide search organised by Herd MSL.
We selected eight “debutantes” to reflect a wide range of ages, identities, and locations. After that, they were flown to Sydney for a grand celebration honouring their arrival to the Mardi Gras scene.
The Perfect Blend of Custom and Festivity
The Debutante Ball was a mesmerising mashup of traditional debutante features with the exciting Mardi Gras vibe. A breathtaking clash of current LGBTQ identity with old-world elegance was the outcome of this one-of-a-kind mix. Johnnie Walker urged everyone to embrace their uniqueness and joyfully shatter expectations as they embarked on their inaugural Mardi Gras celebration.
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A Memorable Evening
The event, presented by Natalie Bassingthwaighte, an Australian actress and singer, took place at Kinselas, a famous LGBTQIA+ venue in Sydney. Engaged by Herd MSL, Natalie was a debutante who not only attended the ball but also served as an inspiration to first-timers all throughout the nation. Many of the other debutantes could relate to Natalie’s story since she had just come out as gay, which added an extra layer of significance to the event.
Paraphrases of the News Release:
It has long been acknowledged that Johnny Walker has been an advocate for personal and societal advancement. According to Melissa Barry, Diageo’s Portfolio Marketing Manager, “Johnnie Walker has always been a fierce advocate for progress – both societal and personal. As a proud partner of Mardi Gras, embracing this moment as a chance to celebrate the trailblazers who paved the way for others to walk proudly and connecting them to newcomers who’d be walking for the first time was something we were delighted to make happen. We wish all those who celebrated this year a happy Mardi Gras and stand proudly with the wider community as we continue to Keep Walking Proudly together.”
Stacey Karayannis and Rosie Stone, Associate Creative Directors at Leo Burnett Australia, added: “We have enjoyed subverting the traditions of a debutante ball, but what we’re most proud of are the debutantes. Being able to bring their stories to life, create connections between the debutantes and trailblazers from the community, and celebrate their moment in front of a proud and welcoming crowd has been such a privilege.”
An extensive rollout across several platforms, such as online movies, activations, social media interaction, and out-of-home advertising, further intensified the campaign. The public relations campaigns were spearheaded by Herd MSL, a stablemate of Publicis Groupe.
