Drawing On the Spirit of Celebration From the Past To Inspire Today’s Pride

LCBO – Love Pairs with Everything

CONSUMER & LIFESTYLE

Challenge:

As a government organization, LCBO needed to hit the right tone of sensitivity while celebrating Ontario’s 2SLGBTQIA+ community. 

Insight:

In Ontario, the Queer spaces were closing down at a rapid pace. They were and continued to be a safe space and a ground-breaking hallmark of the 2SLGBTQIA+ community’s pathway to social justice and acceptance. 

Approach:

Our event paid homage to the lost queer bars of the past and the inclusive spirit that made them a haven for the community and an integral meeting point for activism. From artifacts and new age artwork to OG Drag Artists and bartenders, this Pride celebration juxtaposed a rich past with a promising future, creating an event that won’t soon be forgotten. To drive further awareness and action (via donations) we created Influencer partnerships and developed Paid Advertorial content. 

Impact:

Our efforts helped the LCBO raise $1.9M for Ontario-based 2SLGTBQIA+ charity partners, driven by the awareness built through our event (220 organic posts in just 24 hours) and 700K impressions through our influencer partners.