Budapest Pride 2017 Outdoor, Case study Step-up Billboard by Geometry Global Budapest

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Step-up Billboard

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Industry Shows, Events & Festivals
Media Outdoor, Billboard, Poster, Transportation & Vehicles, Case study
Market Hungary
Agency Geometry Global Budapest
Creative Director Ferenc Benesch
Art Director Levente Thurzó
Copywriter Gábor Bagladi
Released September 2016


Golden Hammer 2017
Promo & Activation Non-traditional Ambient And Guerilla Marketing Silver
Direct Outdoor Silver

Credits & Description

Entrant Agency: Geometry Global Hungary
Client: Budapest Pride
Brand: Budapest Pride
Product/service: Lgbtq Foundation
Creative Director: Ferenc Benesch
Head Of Art: Levente Thurzó
Editor: Regina Szabó
Copywriter: Gábor Bagladi
Account Director: Anett Miksó
Account Executive: Boglárka Ostoróczky
Release Date: 09.09.2016
As part of a civilian association programme, Budapest Pride, Hungary’s most prominent LGBTQ organisation was invited to create a billboard for ARC 2016, a national exhibition of print installations raising awareness about the country’s most pressing social issues.
As of 201
the Hungarian constitution is amended with a paragraph officially declaring marriage as an institution between a man and a woman, thus making same-sex marriage legally impossible in the country. According to a recent survey conducted by Budapest Pride, the legal ban on same-sex marriage remains one of the most crucial problems for the Hungarian LGTBQ community.
Budapest Pride designed a billboard that actually encourages the public to take action by changing its meaning to the exact opposite.
Thanks to the interactive design of the interface, attendees of the exhibition could “step up” onto the podium in front of the billboard, cover the words “DON’T”, and raise their voice against social injustice and inequality both in real life and across social media channels.
Visitors of all ages, social backgrounds and sexual orientations stood up against social injustice and shared their view on various online channels.
The Step-Up Billboard gained vast media coverage and resulted in hundreds of social media posts.