| Title | Global Pride Crossing |
| Brief | While the 24-hour live stream of Global Pride 2020 virtually replaced hundreds of physical Pride events cancelled around the world, it became clear to us that the interaction of the community would be lost, along with much of its media appeal, slowing down the broader LGBTQI+ agenda.We quickly found that traditional social channels weren't the solution but a social game. LGBTQI+ people were already using games as a safe harbour to fight for more representation, and one game in particular, Animal Crossing, proved to have a sizable and active queer community - bringing Global Pride to this platform enabled a social activation free from the barriers of the outside world where self-expression is integrated by design.With the support of pro LGBTQI+ influencers, we provided an alternative space for celebration, re-energised communities and gave visibility to the movement in a time where it needed the most. |
| Agency |
We are social
|
| Campaign |
Global Pride Crossing
|
| Advertiser |
InterPride, the European Pride Organizers Association and national Pride networks
|
| Brand |
Global Pride
|
| Posted | January 2021 |
| Business Sector | Racial/Ethnic/Minority/Disability Awareness
|
| Story | Pride events are statements of equality, dignity and acceptance for the LGBTQI+ community. Every year, over 500 events are organised during Pride month (June) all around the world. However, in 2020, COVID crashed the party: IRL celebrations were canceled and millions of LGBTQI+ people lost their most cherished opportunity to come together and celebrate whoever they are and what they stand for. In this situation, InterPride and the European Pride Organisers Association (EPOA) came together with other participating associations to form Global Pride 2020, banding together to produce a 24-hour live stream of speakers and artistic acts on June 27. |
| Media Type |
Case Study
|
| Managing Director |
Christina Chong
|
| Executive Creative Director |
Craig Howie
|
| Creative Director |
Ian Jahng
|
| Innovation Director |
Arnaud Robin
|
| Art Director |
Alessio Laudato
|
| Copywriter |
Jeremy Lim
|
| Copywriter |
Boone Wong
|
| Art Director |
Benn Tan
|
| Head of Production |
Erasmus Ess William
|
| Motion Graphics Artist |
Ernie Sulastri
|
| Producer |
Clio Goh
|
| Planning Director |
Werner Lucksch
|
| Strategist |
Melantha Tan
|
| Associate Account Director |
Benjamin Oi
|
| Account Executive |
Denicia Lew
|
| Intern |
Javern Chua
|
| Advertising Manager |
Andrew Baker
|
| Advertising Manager |
Steve Taylor
|