Cannes Lions

Pride for Everyone

GOOGLE, Mountain View / GOOGLE / 2017

Awards:

1 Bronze Cannes Lions
Case Film
Film
Demo Film
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Overview

Entries

Credits

Overview

Description

The #prideforeveryone 360° experience allows users to virtually experience Pride Parades in Brussels, Singapore, Tel Aviv, Sydney and Sao Paulo. Whether atop a “sound truck” in Brazil surrounded by 3 million people, or one of the few parks in Singapore dedicated to free speech, users are in the heart of the celebration alongside the LGBTQ community and its allies. The film is narrated by international LGBTQ activists describing their own Pride experiences in countries like the Philippines, Kenya and Chile. From the moment the film begins on the beaches of Tel Aviv, the viewer is met with both audio and visual experiences that encourage celebration, love and acceptance.

Execution

We filmed five of the largest international Pride parades in the following cities: Singapore, Sao Paulo, New York, Tel Aviv, Sydney, and Brussels.

On June 23rd 2016, we released the 360º film of Pride celebrations from around the world with voice over of international nonprofit leaders who express their experience of Pride. Afterwards, we sent care packages of nearly 10,000 cardboard units to 20 nonprofits around the world that could host their own viewing parties of the celebration.

We then followed up with two nonprofit organizations (one in Bogota, Colombia, and the other in Raleigh, North Carolina) that hosted Pride viewing parties. We highlighted these nonprofits and their stories in providing unifying opportunities with Pride 360. For our story in Bogota, we worked in conjunction with Alba Reyes, an anti-bullying advocate and founder of the Sergio Urrego Foundation, to help expand the Pride 360 experience to schools across Bogota.

Outcome

The results of the initiative are continuing as nonprofits and individuals are still using Cardboard for providing these virtual marches in their communities. For our launch we saw:

• 2.6 million visitors with an average of 3 min spent on site.

• Over 86 million impressions on social.

• 7.5 million views of the documentary film.

• Influencers such as Lance Bass and George Takei highlighted Pride for Everyone in addition to re-posts from GLAAD, It Gets Better and Colombia Diversa.

• Coverage from USA Today, Bustle, Out Magazine and New Now Next.

• Nearly 10k cardboard distributed to 20+ organizations across the globe in countries such as: Argentina, Australia,, Brazil, Canada, Chile, Colombia, Czech Republic,, India, Ireland, Israel, Italy, Korea, Mexico, New Zealand, Philippines, Poland, Portugal, Romania, Singapore, South Africa, Spain, Sweden, Switzerland, Taiwan, Thailand, UK and our own company offices across the US.

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