Pride runs deep. Rainbows and glitter decorate a history of grit – of fighting for dignity, acceptance and, most importantly, love.
In commemoration of the 50th anniversary of the Stonewall riots, as well as WorldPride NYC, Macy’s planned its 10th annual national Pride + Joy celebrations.
Macy’s Tourism came to Odyssey in March 2019 to create a microsite centered around Pride and capture content from June 2019’s Pride Week in Manhattan.
Our hallmark idea was a video series centered around the concept of finding and living one’s truth.
The series puts the spotlight on the LGBTQ+ community by featuring interviews with LGBTQ+ activists and influencers that highlight their personal stories and include a transformative makeover session with Macy’s free personal stylist service.
Carolina created the YouTube channel Caroland, where she talks about vital trans issues as well as beauty, fitness and pop culture.
As a photographer, Myles creates images of queer blacks and other marginalized individuals who are not adequately represented in the media. He raises their visibility and positive representation.
Kate uses Instagram as a platform to share stories of self-expression and grow a supportive community of found family. As a femme lesbian, she overcame many obstacles growing up in a conservative town.
With the podcast show Queering Desi, Priya supports and celebrates the South Asian LGBTQ+ community.
Meg & Lindsay Cale
Dopes on the Road is Meg and Lindsay’s travel blog with information, stories and inspiration for lesbian travelers.
Macy’s Herald Square store windows grab a lot of attention, especially during Pride. Four New York street artists talk about the murals they created for the windows during this once-in-a-lifetime event.
Macy’s Drag Queen Story Hour
Story time becomes a space of acceptance, kindness and a safe place to enjoy a good book. Children and adults gather for drag queen story hour, led by six queens dressed in their best.
Macy’s Parade Studio
Making a parade float for the largest LGBTQ+ celebration in the world is no small feat. Creators from the Macy’s Parade Studio give us a behind-the-scenes look at what goes into the creation of the Macy’s Pride float.
IN THE FIRST WEEK ALONE, THE VIDEOS RACKED UP A STAGGERING 50,000 VIEWS ON YOUTUBE.
Over the following three months:
Total video views
Clicks to the website
2020 IAC Award
for best travel integrated ad campaign