For American Express Australia’s first year as principal partner of the Sydney Gay and Lesbian Mardi Gras, Amex wanted to create high impact activations to introduce itself as a sponsor, as well as show its genuine support of the LGBTQIA+ community.

‘Express Yourself’ was our concept that weaved throughout Fair Day and the Parade. The Centurion, a nod to Amex’s branding and a classic symbol of strength and togetherness, was our mascot – given a spin that reflected this year’s theme: United We Shine. On Fair Day, this was brought to life across the Show Ring Stage, an Express Yourself lounge complete with bar and interactive photo moments, and food truck. For the parade, our iridescent Roman-inspired float with eye-catching and memorable moments made a bold statement.

This concept amplified Amex’s values of strength, action, and inclusivity, while reflecting everything Mardi Gras is renowned for: individual expression, theatre and – most importantly – support and celebration of the LGBTQIA+ community.