Ride with Pride
Equality California
Issue 53 | January 2020
Agency
DDB San Francisco
Creative Team
Chief Creative Officer, DDB Worldwide: Ari Weiss Executive Creative Director, DDB SF: Ben Wolan John McCarthy, President Sam Brown, Group Creative Director Aubrey Day, Associate Creative Director Cody Turk, Copywriter Steve Bowen, Copywriter Chris Merchant, Integrated Project Manager Chief Production Officer, DDB Chicago: Diane Jackson Paul Golubovich, Executive Producer Jon Ellis, SVP, Executive Producer Sam Petersson, Senior Producer Rinny Shim, Associate Producer Tina Thorland, Business Affairs Manager Alec Stern, Music Supervisor
Production Team
Production Company – Tool of North America Director: James Frost Managing Director: Nancy Hacohen Sr. Executive Producer: Rob Sexton Producer: Elyciphus Siler
Other Credits
Editorial: Whitehouse Post Audio Post: One Union VFX/Design: Carbon VFX Music Licensing: Human Worldwide
Date
June 2019
Background
Petition San Francisco to redesign the Muni metro map colors to Pride rainbow lines to serve as a lasting LGBTQ monument
Idea
The rainbow Pride flag originated in San Francisco, and the movement it symbolized has shaped the city’s history. However, Pride is merely a weekend of celebration, whereas the LGBTQIA+ community’s influence has a meaningful impact on the city year-round.
In an effort to recognize and celebrate this lasting impact, they asked themselves: What if they could let the Pride colors fly for the other 363 days of the year? In response, and with the support of Equality California, Ride With Pride was launched. This initiative petitions to permanently redesign the Muni Metro subway map to reflect the colors of the Pride flag. Street teams at Pride 2019 gathered thousands of signatures from enthusiastic supporters around San Francisco. They helped spread the word, along with an anthemic film announcement, influencer packages, digital display ads, Snapchat elements, and some local PR. This, however, was just the beginning. Their social content continues to keep the conversation going so the Ride with Pride movement can make its way to city hall. By simply rearranging a few of the colors in the current map, they’ll create an everlasting tribute to the legacy of the LGBTQIA+ community in San Francisco. You can show your support and learn more about the movement at RideWithPride.com.
Results
The Ride With Pride campaign to date has garnered 10,000 signatures and generated buzz with local media including ABC, Curbed, and The Bay Area Reporter among others.