POLAROID EYEWEAR showed its colorful pride in celebration of NYC Pride weekend. With its silver sponsorship of NYC Pride (this year’s host city for WorldPride) and as the only eyewear brand participating in the festivities, Polaroid joined millions in marching for Pride unity in the NYC Pride March.

Leveraging its inclusive brand message “See Beyond,” Polaroid invited over 400 “friends of the brand” to march wearing WorldPride-themed Polaroid Eyewear T-shirts alongside its uniquely designed branded float navigating through the streets of NYC along the march route. The brand also participated in multiple NYC Pride events including Pride Island and Pride Fest. At the retail level, Polaroid designed NYC Pride Stonewall window cling posters for use by optical retailers in NYC and other select Pride-celebrating cities and partnered with Bloomingdales on a Pride-themed pop-up shop offering the newest range of Polaroid PLD2053/S polarized sunglasses in all colors of the rainbow to honor the official Pride flag. The sunglasses came with colorful custom cases featuring the text “CELEBRATE LOVE IN ALL ITS COLORS” and color coordinated to match the lenses of the glasses. A Pride-themed advertising campaign blanketed the city including digital billboards in the heart of Times Square, while a social media campaign featuring LGBTQI influencers wearing Polaroid sunglasses encouraged people to see the world from a new point of view.

“As an authentic and inclusive brand, Polaroid Eyewear is extremely proud to sponsor 2019 NYC Pride, the first WorldPride event hosted in the United States. We are beyond excited to begin our corporate partnership in such a special year—one that commemorates the 50th anniversary of the Stonewall Uprising—and do our part to support the LGBTQI community through meaningful activations,” says Victoria Hallberg, chief marketing officer of Safilo North America.

–Christine Yeh