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Saatchi UK’s latest campaign: when it is ok to say “that sweater is so gay”

It’s the world’s first almost-human sweater, woven out of the hair of 100 people from the gay and lesbian community. The sweater will make its appearance at the Toronto Fashion Week but more importantly, its real job is to let the world know why it is not ok to use the word “that’s so gay”.

The human-hair sweater is promoted by The Canadian Centre for Gender and Sexual Diversity (CCGSD) to end the misuse of the word gay. But for the purpose of this campaign, undertaken by Saatchi & Saatchi Canada, the perfect way to describe the sweater is, well, to call it completely gay.

“The idea for the sweater was born from a desire to educate and encourage everyone to use  ‘gay’ the correct way,” according to Jeremy Dias, director of the CCGSD. “We want the conversation that surrounds the gay sweater to inspire those who are using ‘gay’ in a detrimental way to both realize the negative impact their words and actions are having and change their behaviour.”

Before the gay sweater, Australasia had the GAYTMs. ANZ early this year showed support for diversity when it converted several ATMS in Auckland and Wellington into GAYTMS by embellishing cash machines with rhinestones, sequins, studs, leather, denim and fur that printed rainbow receipts. The GAYTMs in New Zealand followed 10 GAYTMs that were commissioned across the ditch in Sydney for the Gay and Lesbian Mardi Gras parade and festival.

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