THE RAINBOW HACK

TitleTHE RAINBOW HACK
BrandCHANGE.ORG, HAYATA DESTEK, AMNESTY INTERNATIONAL, GREENPEACE, ESHID, MOR ÇATI
Product/ServiceTHE RAINBOW HACK
Category F07. Corporate Purpose & Social Responsibility
Entrant VMLY&R Istanbul, TURKEY
Idea Creation VMLY&R Istanbul, TURKEY
Credits
Name Company Position
Arkın Kahyaoğlu VMLY&R Istanbul Executive Creative Director
Emir Yüksel VMLY&R Istanbul Creative Director
Önder Bayraktar VMLY&R Istanbul Creative Group Head
Mustafa Gülsen VMLY&R Istanbul Deputy Creative Director
Aylin Atabay VMLY&R Istanbul Copywriter
Şadi Akbudak VMLY&R Istanbul Art Director
Burcu Kurtuluş VMLY&R Istanbul Managing Director
Dilara Ergün VMLY&R Istanbul Brand Team Director
Nazlı Polat Çetin VMLY&R Istanbul Brand Manager
Beril Koç VMLY&R Istanbul Head of Production
Umut Tangör VMLY&R Istanbul Agency Producer
Selen Saltıkalp VMLY&R Istanbul PR Manager
Berkant Kuru VMLY&R Istanbul Head of Digital Insight & Social Communication
Barış Kaan Akbaş VMLY&R Istanbul Content & Community Team Lead
Nilüfer Karaarslan VMLY&R Istanbul Digital Insight Lead
Uğur Işık VMLY&R Istanbul Digital Insight Analyst
Ebru Tonel VMLY&R Istanbul Community Manager
Kardelen Gürkan VMLY&R Istanbul Community Manager

Please tell us how the brand purpose inspired the work

Sadly, Pride Parade has been banned in Turkey since 2015. Rainbow flag is banned in every part of daily life and LGBTI+ community is ignored. They can ban the flag but they cannot ban the colors. Six different non-governmental organisations from different backgrounds -a great fit for the diversity emphasis of rainbow flag- came together to run an outdoor campaign. Each used their corporate color codes to convey messages supporting both their organisations and LGBTI+ community. “Oh, what a coincidence!” those billboards stood side-by-side. These six non-governmental organisations raised LGBTI+ flags all over Turkey by 'accidentally' coming together on billboards. The Rainbow Hack was the 1st to unite 6 different non-governmental organisations to raise rainbow flag during Pride Month. The campaign was organically shared by celebrities and influencers. It hit tens of news sites all around the world and became a trending topic throughout the LGBTI+ community.