Alexa Comes Out for LGBT


Alexa Comes Out for LGBT

Ever had a question about the LGBTQ+ community but were too embarrassed to ask? Like what’s the deal with pronouns? Or what do all the letters after LGBT stand for? Mr. President created a playful way to have your questions answered.


Amazon’s Alexa asked the questions for us at a Q+A session at Cannes this year, using a brand new Skill that we developed. We asked people to submit questions for Alexa to ask, however strange or silly, via an anonymous form.

The idea was inspired by our brand defining work with Stonewall, “Come Out for LGBT”, to extend the charity’s influence beyond LGBTQ+ communities.

We want to encourage people to come out as visible and active supporters of LGBTQ+ rights. It’s our hope that, with the help of Alexa, we can all learn to become better allies for  LGBTQ+ people.


The project was our first collaboration with Mr. President’s creative innovation and tech partners, First Lady. The agency was recently founded by Mr President Creative Director Thea Hamrén, and Emil Rydberg in Stockholm. We are excited for this to have been the first of many future collaborations.

Catch a clip of the Q+A here, co-chaired by our very own Chief Creative Officer, Laura Jordan Bambach, and Amazon Echo’s Alexa. Laura and Alexa are joined by panelists including Tom Trevelyan (Havas London), Tea Uglow (Google Creative Lab, Sydney) and Christina Peach (FleishmanHillard Fishburn).