Social Campaigns / Digital / Augmented Reality

#OUT HOLDING HANDS

The Challenge
With the upcoming Supreme Court marriage equality ruling in 2015, Allstate wanted to do something to show their support of the LGBT community. Holding hands not only signifies intimacy, but is the universal sign of solidarity. Using this gesture, we wanted to unite people in supporting everyone’s right to show affection out in public – no matter who they love.

Our Solution
By extending your hand to your friends through Facebook Connect, we created a way for everyone to join together to show support and advocate for LGBT rights. People can see the chain progress in real-time and can even pinpoint where their link is, creating a social pressure to keep the chain going. After creating the concept, we worked with a production company to develop the experience for desktop and mobile.

Awards & Press
CSS Design Awards: "Website of the Day"
CSS Design Awards: "Best Community Site 2015"

Extend Your Hand

To show your support for marriage equality, all you needed to do was take a photo of your outstretched hand using our app.

Continue the Chain

To get more people involved you could extend your hand to others to create even longer chains of support.