To promote the Stockholm Pride festival's Pride Parade, which takes place on August 6, its sponsor, Stockholm Public Transport, created a bus decorated with Facebook profile pictures of the festival's supporters.
People were invited to upload their pictures onto the campaign website, and the pictures were then color-coded to form two huge rainbows printed on both sides of the bus. Less than 10 hours after it went live, both rainbows were full; however others can still upload their profile pics and be included in a digital rainbow parade on a big screen in the Pride Festival Park.
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