After 100 years in the lube business, K-Y finally came out with a silicone lube that serviced the gay male community: K-Y True Feel. And to celebrate such a momentous moment, we wanted to launch during NYC Pride Week in a way that would be noticed. So we rebranded K-Y, turning it to GA-Y.
We created a float and a bunch of other really cool things too, like these manholes. They were placed all throughout the Village.