Los Santos Pride

Client

Stockholm Pride is Scandinavia’s largest Pride Festival. Since 1998, it’s a powerful, yearly celebration and a safe zone for the rainbow community.

Mission

Ahead of the 2016 festival, we were asked to raise awareness for LGBT-issuses by making a statement reaching far beyond national borders. 

Solution

Using the homophobic world of Grand Theft Auto 5 as our lever, we decided to spread a message of love and equality to a new place – the fictional city of Los Santos. 

Result

Hours after the launch, international media started reporting. Los Santos Pride have over 6 million views on YouTube and Facebook.

All work