Pride Month – a celebration of equality, dignity, increased visibility and self-affirmation – had lost its biggest stage and moment of the year due to the global Covid-19 pandemic. With hundreds of physical Pride events forced to cancel, millions of LGBTQ+ people lost a key opportunity to come together and celebrate who they are and what they stand for. In this context, our ambition was to give visibility to the Pride movement in a time where it needed it the most.
We quickly identified that the social aspect of the event was going to be dearly missed. That made us realize that the best platform to host the activation was not a social network, but a social game - because games are not only free from the barriers of the outside world, but games are places where self-expression and interaction are integrated by design.