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Saatchi & Saatchi Canada's World First 100% Gay Sweater Debuts at Toronto Fashion Week, 2 years, 7 months ago

In a campaign created for the LGBT Community comes the first real “Gay” item to end the misuse of erode “Gay”

Saatchi & Saatchi Canada's World First 100% Gay Sweater Debuts at Toronto Fashion Week

The world’s first and only ‘gay’ object – a sweater knit from the donated hair of more than 100 LGBT people – makes its debut during Toronto Fashion Week.

Appearing ahead of this summer’s upcoming Pride Week celebrations in Toronto, New York, San Francisco and London, The Gay Sweater was created to make people everywhere understand that it is incorrect and offensive to use language like ‘that’s so gay’ to negatively describe something.

#TheGaySweater also aims to raise awareness of the detrimental effects that such misuse of the word ‘gay’ has on LGBT youth. The project is an initiative of The Canadian Centre for Gender and Sexual Diversity (CCGSD).

“The idea for the sweater was born from a desire to educate and encourage everyone to use ‘gay’ the correct way,” said 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 realise the negative impact their words and actions are having and change their behaviour.”

Along with the sweater, a short film at gives voice to youth who have been impacted by the derogatory use of the word ‘gay’ and showcases the process that went into creating the one-of-a-kind sweater. Using the sweater and the film, the CCGSD is hoping to start a much-needed conversation that encourages everyone to think before they use hurtful words like ‘gay’ in a negative way.

Readers can follow that conversation and all sweater-related content on the website and by searching the hashtag #TheGaySweater.

Stylist Jennifer McConville of CBC News Now styled models wearing the sweater at David Pecaut Square on Tuesday, March 24th between 4 p.m. and 9 p.m. (EDT).


Advertiser: The Canadian Centre for Gender and Sexual Diversity

Creative Agency

Art Director: Joel Arbez & Rachel Kennedy

Copywriter: Matt Antonello & Shauna Roe

Creative Agency: Saatchi & Saatchi, Toronto, Canada

Executive Creative Director: Brian Sheppard

Group Creative Director: Matt Antonello & Joel Arbez

Head of Production: Michelle Orlando

Digital Production Company

Photography: Rob Butterwick

Interactive / Digital Agency

Developer: TPM Communications

Music and Sound

Sound Design: Dustin Anstey, RMW Music


Editor: Chris Murphy (Relish), Dylan O’Donnell & Ryan Denmark

Post Production / VFX

Colourist: Smith

Post Production House: 567

Production Company

Director: Reynard Li

Producer: Rebecca Adams

Category: Associations , Corporate and social

Genre: Experiential , Strategy/Insight