A lack of awareness and education about the LGBTQIA+ community leads to many inequalities and forms of discrimination — especially in sports: homophobia, sexism, and transphobia. The Pride House aims to create a positive impact by promoting inclusion, visibility, and the rights of LGBTQIA+ people in the world of sports and beyond.

This lack of understanding is symbolized by the absence of the letter “Q,” representing the Queer community. Our concept and campaign highlight this missing “Q” to make Pride House the event that brings together all the Qs — people who share common values.

The campaign starts by building curiosity with teaser posters inspired by “Where’s Waldo?” and the tagline “One Q is missing,” followed by a second phase using the app to reveal more.

We created a mascot: Queertis. Queertis is the LGBTQIA+ mascot of the Paris 2024 Olympic and Paralympic Games. Queertis hides in the form of stickers in five locations around Paris and just wants to be found — to join the celebration at Pride House. Scanning a Queertis in each location earns the user a point.

Once all five Queertis are found, users unlock early access to the Pride House’s location. To raise awareness and educate the public about the LGBTQIA+ community, each time a Queertis is found, a short story appears featuring athletes from boxing, wheelchair tennis, swimming, Paralympic athletics, and skateboarding.

These five athlete stories are also shared on Instagram. Clues are provided on the social media account and on the Q-Map app to help guide users in their quest.