CREATIVE STRATEGY:

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The heart of our Pride campaign? It's all about putting the spotlight on every flag in the vibrant pride spectrum. We all are familiar with the classic rainbow, but pride goes beyond that, and we're here to showcase the often-overlooked pride groups. In this context, introducing a character was pivotal – a symbol representing one of these groups, stepping into the spotlight. We introduced JO, our first non-binary character. A quirky bird of paradise who loves to dance. This was a great collaboration effort of different departments at Rovio, including artists and the DEI team.

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Our primary brand audience is Gen Z. To keep it real and avoid any rainbowwashing vibes, our campaign needed that authentic touch. So, we made a conscious decision: no monetizing our new character, and the entire campaign's messaging was straight from the heart. The community sentiment? Pure positivity. With every new flag reveal, the sentiment soared, and players were dropping comments like, "Angry Birds, the LGBTQIA+ ally we never knew we needed!" 🌈✨

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MAIN RESPONSIBILITIES:

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• Creative Direction

• Character development (together with LGBTQIA+ team and DEI team)

• Overseeing the production of all assets
   

RESULTS: 
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• RESULTS (SoMe):

• 23M Organic impressions

• +458% engagement

• +476% Twitter Net follower growth

• +50% IG Net Follower Growth