This Is Who's Behind The Idea To Turn A Vancouver Bridge Into A Giant Rainbow

Probably better than using it for yoga.

An online petition is asking the City of Vancouver to transform Burrard Bridge into a giant rainbow, just in time for Pride.

Change.org / Via change.org

The petition is now nearing 800 signatures.

And yes, that's the same bridge the province almost shut down so people could do yoga on it. The rainbow campaign even pokes fun at the failed yoga idea with this clever image.

Rethink

Vancouver, amirite?

Media reports have so far portrayed the petition as a grassroots effort. But one detail has been missing — namely, who's behind the campaign?

Turns out it's actually the work of a Vancouver communications firm. That helps explain how a nascent idea comes equipped with meme-worthy images like this.

Rethink

The campaign was started by Rethink, the same agency that brought us the Molson Canadian beer fridge ads.

The idea came out of a brainstorm session and was then shared with the Vancouver Is Awesome blog, Rethink's Leah Gregg told BuzzFeed Canada.

"The World's Largest Pride Rainbow would be an innovative way to show that to the world. It's an icon the whole city (or anyone who visits) can be proud of," Gregg said via email. "Burrard Bridge needed a little love after the whole yoga-fest-karmageddon-shamozzle but more importantly it could be a great symbol of inclusivity for the LGBTQ community."

Actually getting a giant rainbow on the bridge will be easier said than done, however. Rethink still isn't sure, practically speaking, how to make their many-hued dream come true.

Rethink

"The final materials and design of the rainbow are still to be determined as we're in the early phases of seeing how feasible it would be," said Gregg.

If all goes to plan, the rainbow will be unveiled on July 30.