Title | THE RAINBOW HACK |
Brand | CHANGE.ORG, HAYATA DESTEK, AMNESTY INTERNATIONAL, GREENPEACE, ESHID, MOR ÇATI |
Product/Service | THE RAINBOW HACK |
Category |
F07. Corporate Purpose & Social Responsibility |
Entrant
|
VMLY&R Istanbul, TURKEY
|
Idea Creation
|
VMLY&R Istanbul, TURKEY
|
Credits
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.