Cannes Lions

Celebrate Pride Tool by Facebook

FACEBOOK, Menlo Park / FACEBOOK / 2016

Awards:

1 Shortlisted Cannes Lions
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Overview

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Credits

Overview

Description

We wanted to give people a way to show their support easily, openly, and proudly. And what better place to do this than on the very first thing people encounter on their Facebook pages: their profile pictures. That lead to the creation of Celebrate Pride — a simple tool people could use to visually show their love and support for this historic decision and join in on the celebration with the world.

Execution

Once it was clear the Supreme Court decision was coming, we sprinted over the next 72 hours to develop Celebrate Pride, ensuring it was ready for a global launch the minute the news broke.

On June 26, 2015, the Supreme Court decision was made, and we were ready.

In just two days after the launch, 26 million people used Celebrate Pride to show their love and support. And in addition to Celebrate Pride, we designed digital posters that were used in online Pride guides to keep the momentum of the celebration going.

Outcome

We designed Celebrate Pride so it was simple to use and easy to share. So in just two days after the launch, 26 million people used Celebrate Pride to show their love and support. And those 26 million photos alone garnered 500 million unique likes, comments, and shares. From that weekend on, the celebration kept growing around the world.

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