Cannes Lions

GAY MOUNTAIN

4creative, London / CHANNEL 4 / 2014

Case Film
Film
Case Film

Overview

Entries

Credits

Overview

Description

Channel 4, official UK broadcaster of the Winter Paralympics 2014, recorded a special good luck song, ‘Gay Mountain’, to show their support for gay athletes competing in Sochi, after the host nation’s introduction of anti gay laws.

Execution

Gay Mountain is an original composition. The lyrics written to show Channel 4’s support for gay athletes out in Sochi. The composition inspired by the Russian National anthem, recording operatic bass vocals, adding layers of live instrumentation to give a fun and live feel.

Outcome

Our 'Gay Mountain' good luck message went viral reaching 1.4 million view and second most popular on YouTube.

Our message of support went global, making the front cover of NY Times and Huffington Post.

We gained support from the LGBT (Lesbian, Gay, Bisexual, Transgender community).

#GayMountain and #BornRisky received 14k tweets in 48 hours and Channel 4's brand message reached 15.1 million on-air alone.

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