Why? We wanted to challenge our clients (and brands we don’t work for yet) to put their money where their mouth is. We strongly believe that we need a Pride to show the world that our city will stand firmly for the freedom of expression and the freedom of love, and we believe that brands can help spread this message.
Yes, Pride is a celebration but it is also important for brands to acknowledge the challenges the LGBTQ+ community still faces. So we offered to create Pride content for the brands, in exchange for a donation to our Hardcore Happy Fund. We managed to get a total of 36 brands on board, and we raised a whopping €56.525! Below are some examples of Pride content we created. 100% of the money raised will be donated to various LGBTQ+ charities.