GAY FOR SOCHI
Creative Directors: Tom Jackson, Abi Benitez, William Reid
Art Directors: William Reid, Abi Benitez
The Problem: Vladimir Putin has enacted some of the most draconian anti-LGBTQ laws in Russia. As the Sochi Winter Olympics approached we saw an opportunity to protest.
The Solution: We asked people around the world to go #Gayforsochi by visiting a simple website (built by the House of Turing) where anyone could upload a profile photo and have the iconic Olympic rings in pink placed over it.
With the hashtag #Gayforcochi users uploaded thousands of photos to their social pages to help us send a message of support to all LGBTQ Russians.
Within 24 hours of the site going live over 30,000 people across the globe had uploaded photos. News sites picked up the story and it soon took on a life of it's own, becoming a popular trending topic. By the end of the Olympics #gayforsochi photos had been uploaded by people in more than 100 countries, letting every LGBTQ kid in Russia know that they were not alone.