2019 Winner
PFLAG Canada
Destination Pride
FCB/SIX
GoldAToMiC Diversity
GoldAToMiC Engagement
GoldAToMiC Idea
SilverAToMiC Social
SilverBest Digital Engagement
BronzeTech Breakthrough
The Pride flag has always been a symbol of safety and openness. But the truth is that not everyone is fortunate enough to feel welcome in a country. The global LGBTQ+ community struggles for equality plays out across a country’s laws, rights and cultural landscape. What’s legal in one place is punishable somewhere else.
PFLAG Canada wanted people to see the world as it is. So it worked with FCB/Six to create “Destination Pride,” a data-driven platform that helps LGBTQ+ travellers navigate the world using a simple bar graph of the iconic flag.
A hyper-targeted approach drove users to the site from 156 of the world’s 195 countries. Destination Pride was the most shared and discussed communications platform in PFLAG’s history, with the data visualizations even being invited to hang in London’s Design Museum.
Credits
Executive Creative Director: Ian Mackenzie – FCB/SIX
Associate Creative Director: Dave Laing, Krystle Mullin, Andrew Bernardi – FCB/SIX
Associate Design Director: Stuart Thursby – FCB/SIX
Art Director: Devon Williamson – FCB/SIX
Copywriter: James Ly – FCB/SIX
Experience Designer: Patrick Stolk-Ramaker – FCB/SIX
Account Director: Shalta Dicarie Fardin – FCB/SIX
Group Account Director: Andrea Barrett – FCB/SIX
Project Manager: Ashley Whitaker, Khizra Arshad – FCB/SIX
Digital Producer: Gillian Morrison – FCB/SIX
VP, Head of Data and Technology: Jacob Ciesielski – FCB/SIX
Director of Technology: Madara Ranawake – FCB/SIX
EVP, Strategy: Anna Percy-Dove – FCB/SIX
Strategy Director: John Fung – FCB/SIX
Strategist: Zac Matheson – FCB/SIX
Manager, Data Analytics: Andrew Yang – FCB/SIX
QA Manager, Data & Technology: Lina Vaisman – FCB/SIX
President: Andrea Cook – FCB/SIX
Producer: Lindsay Hann – FCB/SIX
User Experience: Kristy Pleckaitis – FCB/SIX
Front End Developer: Heung Lee, Jonathan Sanford – FCB/SIX
Worldwide Creative Partner: Fred Levron - FCB
Designer/Animation Director: Edward Deng - Alter Ego
Music & Voice Director: Mark Domitric - Grayson Matthews
Casting: Shasta Lutz - Jigsaw Casting
Public Relations: Shannon Stephaniuk - Glossy
Media Agency: Initiative Media
President: Helen Galanis
Director of Content Marketing: Katherine Fera