Pride. It’s a day to be loud and proud, where millions openly celebrate their identity. But - thanks to Covid - 2020 turned to be big party pooper. So while the community mourned over the loss of Pride, we found that the best place to replicate the vibes, wasn’t on social networks...but on the Nintento game Animal Crossing - a growing queer utopia free from barriers of the outside world.
#GlobalPrideCrossing was virtual Pride designed to keep the parade spirit alive and inspire all LGBTI+ individuals to be whoever they want to be. From custom avatars, to snazzy clothes, to shamazing venues. We provided everything one would need to create their own virtual Pride.
The campaign is been selected from V&A Dundee Museum to be part of 'Now Accepting Contactless' an exhibition which explores design's response to the pandemic. Watch Assistant Curator Lauren Bassam talking about it here.
25.2 million impression // 1.07 million minutes viewed across social // 3.85 million article views // 1 married couple!
Awards: SHORTY, WEBBY, EPICA, SPIKE ASIA, WARC.
FEATURED IN: ADWEEK (Ad of the Day), TNW, BBC, FORBES, HYPEBEAST, IT’S NICE THAT, ADAGE, MUSE BY CLIO, THE DRUM, SHOTS, DIGITALARTS, LÜRZER'S ARCHIVE AND MANY MORE…
Agency: We Are Social Singapore