CLIENT: KIND

PROJECT: PRIDE

AGENCY: TENURE

As Pride Month activities officially return to New York City and across the globe post-pandemic, KIND Healthy Snacks (KIND) honored the LGBTQ+ community with its second annual rainbow light display. The lights illuminated the city’s skyline for 2 nights near the iconic Stonewall Inn, the birthplace of the Gay Rights Movement. Tenure was tasked to create a colorful solution that would not only light the sky and engage individuals around the city but also across the globe. By installing a 20’ LED screen into the lighting base we were able to capture eyes throughout the daylight and promote the text to donate campaign. For every text message received, KIND donated $1 to its long-standing Pride partner, the Ali Forney Center, the nation's largest non-profit organization aiding homeless LGTBQ+ youths.