Moscow Marches With NYC in Virtual Pride Parade

Social site created in response to Russia's 100 year ban

Published On
Jun 26, 2013

Editor's Pick

In 2012, a law was passed in Russia rendering pride parades illegal for 100 years. In response, NYCPride and agency M&C Saatchi are helping Muscovites to take part in New York's upcoming pride parade on June 30 by creating a #virtualpride parade using Twitter, geolocation and Google Maps. The virtual parade will march through a Google Maps Street View of Moscow in exact step with the New York parade.

Using a custom-built geolocation app, the progress of the NYC Pride parade will be updated instantly to the virtualpride.org site, which will show a virtual route in Moscow, starting on Prechistenka Street and ending in Red Square. The parade will pass several famous landmarks, including The Cathedral of Christ the Savior and Saint Basil's Cathedral. The agency will aggregate tweets of support with the hashtag #virtualpride, which will appear in voice-bubbles on-screen along the route's sidelines, allowing users to "virtually" attend as stand-ins for actual spectators.

M&C Saatchi will be marching alongside the RUSA-LGBT group (the Russian Speaking LGBT Association) supporting a screen live-streaming the #virtualpride march.

Credits

Date
Jun 26, 2013
Brand:
NYC Pride
Client:
NYC Pride
Chief Creative Officer:
Pierre Lipton
Chief Executive Offier:
Jeff Brooks
Chief Strategy Officer:
Sveta Doucet
Copywriter:
Pierre Lipton
Art Director:
Simon Vega
Agency:
M&C Saatchi - New York

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