EXPERIENTIAL

YAHOO PRIDE ACTIVATIONS
GROUP CREATIVE DIRECTOR

Yahoo wanted to celebrate Pride in a way that would attract young people to work at Yahoo. So they secured sponsorships at Pride celebrations in key recruitment markets and asked our team to come up with buzzy activations that would share Yahoo’s joy with festival-goers.

For our insight, we leaned into the real, best reason to work there. It’s not free lunch (so 2015), it’s the people: joyous, authentic, supportive, zealous and a liiiittle bit ~out there~. It’s Yahoos that make Yahoo great, and they do it by bringing their unique glow to work every day.

Our concept, Let’s Glow, was both celebratory and action-oriented, perfectly reflecting the brand’s LGBTQ stance and its employees’ swagger. This big idea held together everything from editorial coverage to social content to experiential activations. The largest activation, at Brighton Pride, centered on the legendary House of Suarez dancers. We asked them to open the parade alongside our Yahoo employees and then built a custom catwalk where festival goers could strut alongside the legends and capture their walk for social. A DJ, emcee and Let’s Glow swag kept the vibe high.

Pride campaign videos over the Brighton Pride weekend received 70,000 views across Twitter, Facebook, Instagram and TikTok. On TikTok alone the total viewing time on our videos was 36 hours.

Given a secondary goal of reaching potential employees, we created a Linkedin campaign extension that asked existing Yahoos to share how they bring their glow to work.

Group Creative Directors: Lee Piper, Emmy Morton
CD: Patty Clark, Matt Tynan
CW: Caroline Bailey
AD: Kristine Reano, Cliff Scorso, Tiffany Thomas
Motion Design: Greg Madrigal
Producers: Lori Larsen, Libby Luna
Marketing Strategy: Spencer Hoddeson, Todd Roe
VP, Head of Creative: Jim Bosiljevac
Agency: in-house, Yahoo