LGBT Avatars

  • Client: Prague Pride
  • Media: Case study
  • Realisation: 2014
LGBT Avatars

Idea

The Czech Republic and Prague are an oasis of tolerance in what was the Eastern Bloc. For Prague Pride 2014 we developed a social network which allowed people from countries where homosexuality was either illegal or discriminated against, to take part in our parade through another human being.

Results

Over a thousand LGBTAvatars marched sharing experiences, photos, videos and messages in real time from the parade with their less fortunate brothers and sisters, allowing people from 22 countries worldwide to experience pride first hand, for the first time. Thanks to their LGBTAvatars.

Execution

The social network was heavily secured using US Government-class 256bit AES encryption to protect the identities of those taking part. Their messages were broadcast anonymously on large screens during the parade, and hand-made banners carried their shouts throughout the parade.

Awards

  • ADC; Digital, Campaign, Case study 2015
  • ADC; Media, Case study 2015
  • ADC; Direct marketing, Design, Innovation, Case study 2015
  • Cannes Lions; Mobile 2015
  • Cannes Lions; Media 2015
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