Pride Nation
Award: Shortlist
Shortlist / Digital / User Participation / 2023
Award: Shortlist
Shortlist / Experiential / Community Activations
Ahead of the 2022 FIFA World Cup, there was a lot of apprehension due to Qatar's treatment of the LGBTQIAP+ community. When people tried to protest, they were detained and had their rainbow attire confiscated. So Corner Magazine decided to create a pride flag that was impossible to ban or confiscate. BETC Havas developed a Snapchat filter that uses augmented reality to transform all World Cup flags into digital rainbow flags, and gave people a tool for protesting that was safe to use anywhere across the country. It created a global movement that hacked both media coverage and local laws.