Congratulations to FCB/SIX and PFLAG Canada for picking up 13 Lions for Destination Pride at last week’s Cannes Lions International Festival of Creativity. With 13 Lions, it’s Canada’s most-awarded campaign at the festival.
Destination Pride – Helping LGBTQ+ Travellers See The World
For LGBTQ+ travellers, what’s legal in one place can be punishable by prison, or worse, in the next. That’s why DestinationPride.org was created. Destination Pride is a data-driven search platform that reimagines the Pride flag as a dynamic bar graph, then uses it to visualize the world’s LGBTQ+ laws, rights and social sentiment.
Users can search any town, city, province, state or country on earth. The Destination Pride algorithm then calculates six key measures of acceptance, such as marriage equality, sexual activity laws and real-time social media sentiment. Then it generates a Pride flag visualization based on the data. Each visualization provides a quick snapshot, and point of comparison for how far a destination is on its journey to LGBTQ+ acceptance.
“One of the big themes of Pride in North America this year is growing safety concerns among the community,” says Ian Mackenzie of FCB/SIX Toronto, the creative agency who created Destination Pride. “From the reversal of rights in the U.S. to systemic tensions with police in cities such as Toronto. For Destination Pride to receive overwhelming validation at Cannes, feels like a recognition of the importance of the topic, and the elegance of this solution.”
To see some of the media coverage Destination Pride obtained check out Glossy’s portfolio.
Destination Pride was awarded with the following Lions:
Creative Data – GOLD – Data Visualisation
Creative Data – BRONZE – Social Data & Insight
Creative Data – BRONZE – Data Storytelling
Mobile – GOLD – Charity & Non-profit led Mobile Websites
Mobile – SILVER – Social Purpose
Design – GOLD – Data Visualisation
Design – BRONZE – Digital Design
Digital Craft – SILVER – Data Visualisation
Direct – SILVER – Data Strategy
Direct – BRONZE – Use of Mobile
Direct – BRONZE – Not-for-profit / Charity
Sustainable Development Goals – SILVER – Sustainable Cities and Communities
Sustainable Development Goals – BRONZE – Gender Equality