LESBIAN BAR PROJECT

PRESENTED BY JÄGERMEISTER

In the 80s, roughly 200 Lesbian Bars existed in the US. Today, fewer than 25 remain. Young Hero joined Jägermeister and The Roku Channel as partners in amplifying The Lesbian Bar Project, an initiative established by filmmakers Erica Rose and Elina Street to celebrate and support these crucial yet endangered safe spaces.

THE METAVERSE & RokU CHANNEL LBP film Premiere

Part of Young Hero’s role was to ideate and design a unique metaverse experience that extended the Lesbian Bar Project’s premiere on The Roku Channel, and bridged the gap between virtual audiences and those in-person at the organization’s traveling pop-up experience.

Architecture
Design

We approached the design with a “dive-bar” aesthetic to ensure that the digital presence of what would come to be known as the 25th Lesbian Bar in existence paid homage to the other 24 tangible locations in the real world. We took design cues and inspiration from bars like Pearls of Houston, Cubby Hole in NYC & BoyCott Bar in Phoenix to create the exterior and interior design of the bar.

User journey & experience design

Inside, we hosted a Jäger bar alongside a photo gallery of historic Lesbian Bar locations curated by Meghan Metcalf of the Library of Congress. We also included an interactive arcade to unlock commemorative wearables.

nft wearables

Generating hype as well as motivation to visit and learn about the history of these disappearing Lesbian Bars, we created 3 unique wearables to showcase the 24 existing bars, as well as a one-of-a-kind wearable which was only unlocked when a user beat the arcade game.

social campaign & creator-led strategy

Young Hero built a content cadence with in-house graphics and animations that were shared through organic, owned and creator-led channels. Some of the creators who helped bring the community together and also led programming in the space were The DCL Baby Dolls, Queer Friends, DJ Mary Mac (Madonna’s DJ) as well as Decentraland party collective Parcel Party.