6 Ağustos’ta gerçekleşecek Stockholm Pride festivalinin sponsoru Pride Parade, Stockholm bir toplu taşıma aracını, festival destekçilerinin Facebook’taki profil fotoğraflarıyla süslemiş. Slpride adresinden insanların kendi fotoğraflarını yüklemeleri için kampanyanın web sitesine davet edilen kullanıcılar, 10 saat içinde tam 16.000 kişi olmuş. Yüklenen fotoğrafların renkleri kodlandıktan sonra otobüsün iki tarafına dijital gökkuşağı basılmış.
To promote the Stockholm Pride festival’s Pride Parade, which takes place on August 6, its sponsor, Stockholm Public Transport, created a bus decorated with Facebook profile pictures of the festival’s supporters., People were invited to upload their pictures onto the campaign website, and the pictures were then color-coded to form two huge rainbows printed on both sides of the bus. Less than 10 hours after it went live, both rainbows were full; however others can still upload their profile pics and be included in a digital rainbow parade on a big screen in the Pride Festival Park.
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Advertising Agency: Saatchi & Saatchi, Stockholm, Sweden
Creative Director, Art Director: Gustav Egerstedt (concept, idea)
Copywriter: Petter Dixelius (concept, idea)
Assistant Art Director: Mikael Näslund (concept, idea)
Creatives: Anders Ekman, Erik Hiort af Ornäs
Project Manager: Tom Hedström & Hans Sydow
Production Manager: Maria Lindskog Klasén
Planner: Linn Johnsson
Production Company: Dallas STHLM
