Skateboarding isn't always the easiest place to openly express your identity, especially when you're gay. It's unfortunate that many stereotypes and biases have emerged in this realm. But you know what? Actions speak louder than words, and for us, it's all about skating!
That's why we came up with a line of skateboards featuring the primary emotions that bullying can stir up. But here's the twist: these boards were made with one goal in mind—to be ridden until they're completely worn out, destroyed. It's a powerful statement, proving that we won't let negativity hold us back.
Ride the Pride
Commercial

Skateboarding Against Discrimination
We crafted a series of skateboards, each adorned with the emotions that bullying often stirs: loneliness, fear, pain, rejection, failure, and silence. On Pride Day, we handed these boards to skateboarders, empowering them to wipe away those negative feelings. How? By doing what they love most: riding.
With every ollie, every kickflip, they faced down discrimination.
Case study











Role
David Meneses
Senior Copywriter
MullenLowe SSP3: CCO: Carlos Anders Rodríguez / ECD: Juan David Pardo, Diego Muñoz / CD: Jorge Pinto, Guillermo Siachoque / AD: Andrés Lata, Juan Camilo Parra, Gabriel Muñoz / CW: David Meneses
Producer: Juan Riva De Neira