World Pride NYC
Concept / Campaign / Strategy / Branding / ProductionWe dropped a 30-foot rainbow slide in the middle of Manhattan for World Pride. The activation, while fun and lighthearted, also had a serious message: each foot of the slide represented each one of the 30 U.S. states without non-discriminatory laws to protect the LGBTQ+ community.
Each ride down the slide triggered a donation to The Human Rights Campaign. Riders were also encouraged to slide into their senator’s DMs to urge them to support the Equality Act.
The slide triggered over $15,000 in donations to HRC, as well as garnering a flurry of earned media attention.
PRESS
New York Times – Where Do You Find Gay Pride When It’s No Longer on Sale? ↗
AdAge – Tinder's 30-foot rainbow Pride slide has a very serious message ↗
Newsweek – Tinder Celebrates World Pride with 30-Foot Rainbow Slide in New York City ↗
We made sure the campaign’s push for equality was loud and clear for those who couldn’t make it to World Pride in New York City by launching a digital campaign to amplify the message. This #RightToLove PSA video played in-app, encouraging Tinder users to support the Equality Act:
CREDITS/
N/A Collective, Prod.
Shawna Lagnado, CD
Steven Pham, AD
Kristin Collins Jackson, ACD
Lisa Cai, Motion
Lydia Ho, Design
Kaelyn Lark, Copy
Burnish Creative, Prod.
Angus Emmerson, Dir.