Branded by Sochi
Toronto – for Elevator Design Studio
Brand Program, Social Campaign – Branded by Sochi is a political action group that was set up to bring attention to the systemic state sanctioned human rights abuse, suffered by the Russian LGBT community, in the lead up to the Sochi Games. The brand was developed to be indelibly connected to the games, with a hard hitting social campaign with no nonsense graphics, images and messaging connecting the IOC and sponsors to the abuse, that made it’s voice heard around the world. In collaboration with a number of like minded organizations, progress was made, and while the games went ahead, many of the sponsors changed their sponsorship criteria and less than a year after the games the IOC changed it’s charter to include the protections of LGBT persons.