Entertainment
Milk from Rupaul's Drag Race starred in a Pride special of the UpAgain Show.
Meme marketing
The ISU Awards were promoted on TikTok with a series of brilliant memes.
Culture
Speed skater Elise Christie talked about her mental health battles on the BBC for World Mental Health Day.
Skating x Culture
Aim
To make International Skating Union more relevant to culture.
Insight
There are millions of skating fans around the world who love skating but aren't interested in elite sport.
Approach
We decided to meet skating fans wherever they are in culture through meme marketing, entertainment and culture.