We Changed Behaviour in a Flash

This campaign used a striking light installation to emphasize the importance of LGBTQ+ support, creating a powerful visual metaphor for visibility and acceptance. It sparked important conversations and earned a Silver at The One Show.

Using a reflective vinyl material composed of millions of microscopic glass beads with a metalized back, we were able to create a reflective surface that allowed our hidden message to appear with the flash of a cell phone camera. Any area of the stock that reflected the camera's flash would suddenly appear in the photo.

The posters ran in school hallways across Toronto District schools. Knowing school hallways are a difficult place for students who are deemed different, we decided to put our message in the very environment they are often bullied. This was important in order to intercept negative behavior.