The Pride Race — Urgence Homophobie

Creative Director : Olivier Lefebvre
Copywriter : Edouard Delcourt
Art Director : Alexandra Puchnaty
Agency : Fred&Farid Paris

AWARDS : 

D&AD 2022 - Wood Pencil
One Show 2022 - Merit
Grand Prix Stratégies de la Publicité 2022 - Gold
Grand Prix Stratégies du Sport - Silver
Grand Prix du Brand Content - Bronze 

In gaming and streaming, homophobia is striking hard. Hate raids are becoming more and more recurrent on Twitch. And many charities, such as Urgence Homophobie looked for a idea to help these streamers. 

LGBT gamers needed a strong support and a symbol to unite.
LGBT in general needed a way to express their support for these gamers.
LGBT allies gamers needed a way to support LGBT gamers. 

We used one of the most iconic gaming item, the rainbow roads of Mario kart, and turned them into a symbol of pride during #ThePrideRace. 

We lauched a huge movement of solidarity, to turn Twitch into the colors of the rainbow for a full day. We asked every streamers to stream Mario Kart, but only on the rainbow roads. We got supported by the LGBT communities, the media, huge streamers. And we even organize a live streaming in the biggest french gaming room with NewTiteuf (1.7M followers), the first streamer that publicly came out. 

The day of the Parisian Pride, thousands of people showed their pride in the streets, and thousands of others did the same on the roads.