Queer of the Year Reality TV contest

Insight
Tourisme Montréal hosts a reality show and contest every year to promote Montreal as a LGBTQIA+ friendly city with a mission to find the brightest star under the rainbow. But how do you top the fabulousness of the previous year?

Idea
Promos: we teamed up with queer-ally comedian Mikela Bierma (creator of Disappointing Gay Best Friend). I co-wrote 5x comedy sketches to invite contestants. 
Visual identity
1-week show posted daily
Public votes via Facebook & Twitter 

Impact
Boomerang Award: Best Content Campaign 2011
Community grew 5x size vs. Previous year
327 publications
425K views