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

LCBO – Love Pairs with Everything



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


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. 


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. 


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. 

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