In 2016, the Russian queer community was under siege. Their events were being targeted with hate, and promoting them was illegal under Russia's gay propaganda law.

As an act of solidarity, we invited them to virtually attend the opening night of the Melbourne Queer Film Festival via Periscope, in the safety and comfort of their own home.

And to bypass against Russia's gay propaganda laws, we put up the advertising we couldn’t do in Russia, right here in Melbourne, and let the internet take care of the rest.

The campaign was shared all the way to Russia, reaching over 2 million people and achieving 3.3 million social impressions.

And as a result, MQFF saw its best box office results in five years.

Awards: Clios - Silver, OOH. Cannes Lions - Shortlist