Glossy partnered with FCB/SIX to promote DestinationPride.org, a data-driven search tool designed to help travellers understand LGBTQ+ laws, rights and social sentiment around the world. The tool works by measuring and aggregating global data across six key metrics of acceptance, including marriage equality, sexual activity laws, and civil liberties (e.g., blood donation and adoption). The data are then indexed across the six bars of the pride flag – like a bar graph – to create an informative and arresting data visualization for each destination on Earth. The tool then uses the data to assign a single Rotten Tomatoes-style score out of 100 to each destination. Read the press release.
The campaign won 13 Lions at the 2018 Cannes Lions, making it Canada’s most awarded campaign at the festival. View the case study below.
Here’s some of the coverage on the project: CBC Life, Lifehacker, FastCompany Co.Design, Adweek, Creative Review, Hypness, It’s Nice That, Communication Arts, Applied Arts, Trend Hunter, TravelPost, Strategy, GayPV, Gay NL Huffington Post Brazil, BrandNews, Unsorted and Ian Mackenzie, Executive Creative Director at FCB/SIX, went on Toronto’s CP24 to talk about Destination Pride and how it works.