Agency: Ogilvy

Objectives

NewFest (New York's LGBTQ Film Festival) and NYC Pride have always played an important role within the LGBTQ community -- giving voice to the full spectrum of the LGBTQ experience, helping the world change perceptions and embrace diversity.

In 2017, Gilbert Baker, the creator of the rainbow flag sadly passed away. NewFest and NYC Pride wanted to honor the artist and LGTBQ activist's memory.

So our challenge was to come up with an idea that could translate the strength of the Rainbow Flag as a tribute to Mr. Baker and also allowed his work as activist to be continued.

In addition, we wanted to reach global scale. So the idea should be simple and spread organically.

Strategy

Our target was primarily the LGBTQ community. And secondarily the design community and all supporters of the cause, including media channels, politicians and enthusiasts.

It was imperative to place the rainbow flag at the center of the project. Because the flag has become a ‘free’ and open symbol of pride we wanted our project to echo this approach.