Saatchi & Saatchi Canada Creates ‘Gay Sweater’ for CCGSD

By Erik Oster 

Saatchi & Saatchi Canada launched a campaign for Canadian Centre for Gender & Sexual Diversity (CCGSD) introducing the world’s first “Gay Sweater.”

The spot aims to curtail the derogatory use of the word gay (if you’ve ever been to middle school, you know what they’re talking about), because, as one woman puts it, “Gay is already taken and it doesn’t mean anything negative.” So Saatci & Saatchi Canada teamed up with a team of knitters and collected donations of hair from over 100 LGBT people to create the first and only “Gay Sweater,” along with the video above documenting the process.


“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, in a statement. “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.”


Advertised Brand: The Canadian Centre for Gender and Sexual Diversity

Advert title: The Gay Sweater

Advertising Agency: Saatchi & Saatchi, Toronto, Canada

Agency Website:

Executive Creative Director: Brian Sheppard

Group Creative Directors: Matt Antonello, Joel Arbez

Art Directors: Joel Arbez, Rachel Kennedy

Writers: Matt Antonello, Shauna Roe

Head of Production: Michelle Orlando

Producer: Rebecca Adams

Director: Reynard Li

Development: TPM Communications

Additional Photography: Rob Butterwick

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

Sound: Dustin Anstey, RMW Music

Post Production: 567

Colour: Smith