Pride Unravelled

PR/Influencer Campaign

2023

TAXI, Toronto/Vancouver/Montreal
w: agency.taxi

Ad Agency: TAXI Chief Creative Officer: Graham Lang Group Creative Director: Allen Kwong Creative Director: Mike Richardson Associate Creative Director: Zachary Richman, Logan Franklin Producer: Jonathan Lajoie Designer: Valentina Fortun, Anh Nguyen, Kyle Simpson Strategy Director: Amy Delafontaine Strategist: Michal Fetsum Photographer: Regina Garcia Production Company: Sparks Director: Jonathan Lajoie Cinematographer: Ash Tailor-Jones Editor: Colin Murdock Editing Company: Rooster Post Sound Production: OSO Audio Post-Production Company: Fort York VFX, Alter Ego Client: Egale Canada

To make the rising tide of hate against the 2SLGBTQI community unignorable, we removed exactly 6,423 threads from the Pride flag—one for every anti-LGBTQ+ protest or social post we tracked in Canada, from just the first three months of 2023. The campaign drove to a website with downloadable social assets to help people create their own content, and a vital safety toolkit to help the community stay safe at in-person Pride events.