Stockholm Pride: Gowest
M&C Saatchi Stockholm
What were the objectives for the creative work?
Our objective was to raise awareness of the oppression of the Russian LGBTQ community: a subject completely ignored by domestic and international press.
In 2012, Russia passed an anti-gay propaganda law banning Pride parades for 100 years.* Subsequently, Russia saw a surge of hate crimes motivated by homophobia.
No one acknowledged this, offered support or reported the story either in or outside of Russia. With media under strict control new ways of reaching out and raising awareness were needed.
(* source: http://en.wikipedia.org/wiki/Russian_LGBT_propaganda_law)
2. What...