| Title | PRIDESTREAM |
| Brand | KPN |
| Product/Service | TELCO |
| Category |
B01. Mobile Websites |
|
Entrant Company
|
N=5 Amsterdam, THE NETHERLANDS
|
|
Advertising Agency
|
N=5 Amsterdam, THE NETHERLANDS
|
|
PR Agency
|
COOPR Rotterdam, THE NETHERLANDS
|
|
Production Company
|
MEDIAMONKS Hilversum, THE NETHERLANDS
|
Credits
| Ed Van Bennekom |
N=5 |
Art Director |
| Jasper Diks |
N=5 |
Copywriter |
| Zwier Veldhoen |
N=5 |
Creative Director |
| Olaf Van Der Geld |
N=5 |
Creative Director |
| Mickel Van Kouwen |
Big Pitcher |
Interactive Designer |
| Marcel Berghuis |
N=5 |
Interactive Designer |
| Renoud Netjes |
N=5 |
Motion Graphic Designer |
| Mijntje Cuijpers |
N=5 |
Strategy Planner |
| Elke Van Eijk |
N=5 |
Junior Strategy Planner |
| Ralph Balk |
N=5 |
Account Director |
| Floris Reuvers |
N=5 |
Account Executive |
| Jasper Baartmans |
N=5 |
Project Director Interactive |
| Tisha Hoppenbrouwers |
N=5 |
Producer Interactive |
| Christ Bloemheuvel |
N=5 |
Rtv Director |
|
Mediamonks |
Development |
|
Dutchview/Encircle |
Streaming |
|
Chain |
Led Technique/Audio |
|
The Ambassadors |
Animation/Sound |
|
Vellance |
Hosting |
|
Made.for.digital |
After Movie |
Creative Execution
Our secured website Pridestream.org was the heart of the campaign. Here everyone around the world (including countries where Gay Pride is not a self-evident concept) was able to carefree experience the Canal Parade via livestream. Our 360° stream enabled virtual passengers to move their devices in order to change directions which made the experience as realistic as it gets. LED screens on all sides of the boat showed (anonymised) faces of LGBT’s streaming from all over the world. This provided a face to our empty boat and created a wild cheering crowd towards our virtual passengers via the camera.
During the busiest Amsterdam Gay Pride ever, there was one ‘empty’ boat amongst all the boats filled with dancing, partying people. This ‘empty’ boat actually had more people ‘on’ it than the other boats in the Boat Parade together. More than 68 thousand people from over 128 countries all over the world, including many countries where homosexuality is still taboo, sailed on this boat as virtual passengers via the 360? livestream on Pridestream.org.
Pridestream gained a lot of (media) attention and was published in over 150 (inter)national media titles and broadcasted in 4 radio shows. Which resulted in a total of 80.540.948 impressions with over 4 million impressions on Facebook, 1.7 million impressions on Twitter and 74.576.428 earned media impressions. Which is worth an estimated value of more than 1 million euro in free publicity, with nearly any media budget.
Every year thousands of people come to Amsterdam to celebrate ‘gay’ freedom and the acceptance and equality for LGBT’s at the Amsterdam Gay Pride Canal Parade. However there are lots of places on the globe where this freedom and acceptance is far from obvious. Dutch telecom provider KPN believes everyone in the world should be able to feel free and appreciated for who they are. Therefore it developed Pridestream. A boat donated to all LGBT’s worldwide who are not able, allowed or convenient to express who they really are. KPN turned the boat with a 360° camera into a livestream. People all over the world could watch this stream via a (mobile) website in a live 360° view, though a secured Internet connection. . This way all virtual passengers where able to feel free and experience the pride when hundreds of thousands of people cheer for who you really are.