According to the Canadian Institute of Diversity and Inclusion (CIDI), the Winter Games have always been a little gay. Its proof?
“Luge” addresses the growing international criticism of Russia’s “gay propaganda” laws (which some say effectively bans discussion or advocacy of gay rights in public) in the lead up to the Sochi Winter Olympics that begin Feb. 6.
This PSA, created by Rethink, was designed as digital content to be shared through social media channels. CIDI is also asking supporters to change their Facebook profile pics to an image of two lugers styled as an “equals” symbol.
Agency: Rethink
Art director: Joel Holtby
Copywriters: Mike Dubrick, Aaron Starkman
Associate creative director: Mike Dubrick
Creative directors: Aaron Starkman, Chris Staples, Ian Grais, Dré Labre
Production company: Topix
Director: Anthony Scott Burns
Director of photography: Anthony Scott Burns
Editor: Anthony Scott Burns
Post production: Topix
Recording studio: Ta2 Sound and Music
