Canal Parade


As one of the world's largest pharmaceutical organizations, MSD is a company with a diverse field of employees. Colleagues from all countries, cultures and backgrounds are working on a valuable career at MSD. They develop innovative medicines to improve the lives and quality of life of patients. To continue to do this, MSD strives for a climate in which everyone feels free and they want to contribute to it. This was the reason to participate in the Pride Amsterdam. We were asked to design and organize the participation in the Canal Parade. With the aim of increasing the visibility of MSD and its diversity policy.


During the Canal Parade, life is celebrated and everyone can be who they want to be. With the overarching theme 'My Gender, My Pride' it was a colourful procession of boats through the Amsterdam canals. Based on the pay-off of MSD 'Inventing for life', we have developed the concept 'Celebrating Life'. This theme is accessible, festive and has a direct connection with MSD and its work to improve lives. 'Celebrating Life' became widely visible on the colourful MSD boat. It was a spectacular party with MSD employees, coming from the various Rainbow chapters. A DJ and MC provided the live music and the dancers carried out the theme. They really emphasized the feeling of being yourself and shone on the boat with their sparkling outfits. In order to involve the audience along the canals in this beautiful party, we rehearsed a choreography with all employees, which together with the custom-made soundtrack led to an even bigger party.