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Bronze Award
The Sound of Pride
CIG Arcigay Milano
Italy
2026
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Entrant Company
TBWA\Italy
Program
Clio Music 2026
Medium Type
‌Branded Content & Collaborations
Medium
Innovation
Category
Innovation
The pride flag, the universal symbol created to represent the LGBTQIA+ community in the world, is now even more inclusive because those who cannot see the rainbow can hear it. Through a scientific process that "captures" the frequencies of the pride flag's colours and transforms them into a piece of music. A quantum biophysicist was involved and through a multispectral camera translated the acoustic frequencies normally inaudible from the colours, into a sound signal. Then the frequencies were decoded and sonified into a real anthem, thanks to the Orchestra Sinfonica di Milano it was premiered at the Milano Pride Parade and then played all over the world.
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