We needed every citizen to be part of the Pride and that was possible thanks to a universal feeling. We present: Madrid, the City of Love. Madrid wrote a letter to borrow the title of the French capital and sent it directly in video format through social networks.

To reach getting in touch with the mayor of Paris we got up to produce a digital piece that became a viral phenomenon.

1º We launched the piece two days before the World Pride celebration as a Facebook post and a tweet in which we mentioned the mayor of Paris and the oficial account of the city.

2º Not only the city, but thewhole country, reacted to the request amplifying it.

3º National and international media echoed it.

4º We reached our goal. We received a direct and personal response from the mayor of Paris, Anne Hidalgo.

5º Again, thousands of people in social media, and also in national and international media reinforced our message by spreading our goal.

Results in less than 48 hours:

Almost two million views.

More than 15 thousand shares.

More than 22 thousand positive reactions.

145 mm impacts.

2.3 million attendees to the event. The highest number in its history.

And, of course, Madrid became for a week the official City of Love.