Karmarama launch British Army rainbow camo cream for Pride London 2017

As part of our ‘This Is Belonging’ Campaign, we launched a Pride rainbow camo cream for The Army. The activation subverts the khaki camouflage colours soldiers use to keep hidden, swapping these for the celebratory rainbow boldness of Pride. As well as creating the camo cream itself, the campaign is running across social and outdoor posters.


Sgt Guy Lowe-Barrow, Secretary of Army LGBT Forum and the Army BAME Network: “We’re proud to be recognised as a top LGBT employer and this campaign is built on a belief that diversity makes us stronger and more effective. We wanted to reflect the participation of so many of our personnel this weekend and demonstrate the diversity we encourage in the Armed Forces.


Adam Kean, Executive Creative Director at Karmarama said: “The modern Army is proud of its LGBT+ soldiers and we wanted to celebrate that. Camo cream is all about hiding and blending in, but this is a time for standing out and standing proud. So we’re handing out over a thousand rainbow camo creams at the parade, and creating an advertising campaign to support this.


The campaign was a huge success, selling out within hours at the Pride March 2017 and featuring in Campaign’s best campaigns of Pride 2017 and The Drum’s Ad of the Day on Friday, before the festivities at the weekend.

Karmarama, part of Accenture Interactive, is one of the UK’s most progressive creative agencies. It is one of the most effective advertising agencies in the UK, winning IPA Effectiveness awards in 2016 for its work with Plusnet and Costa and the DMA Grand Prix for its Unibet activity. It was listed again in the Sunday Times Top 100 Companies to Work For in 2017. The agency is known for its ability to blend creativity, digital and data to develop campaigns that help brands better engage with consumers through Connected Creativity. It currently works with clients including the BBC, Confused.com, Honda, Just Eat and Unilever.