Cannes Lions

Los Angeles Welcomes Everyone with a Real-Time Human-Powered Billboard

MISTRESS, Los Angeles, Ca / DISCOVER LOS ANGELES / 2018

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We turned everyday Angelenos into an actual welcome message at the height of a political debate surrounding President Trump's immigration ban.

We harnessed the kindness of hundreds of Angelenos by transforming them into a giant, real-time, human-powered billboard. The billboard was emblazoned with a simple, powerful message, "Everyone is Welcome." To ensure our message was received, each volunteer held up a card, all of which came together to spell out a giant "welcome" in four different languages – Mandarin, Arabic, Spanish, and English. Every welcome sign was visible to incoming international flights touching down at LAX, and timed to that flight’s country of origin.

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