W Hotels gets Fancy for Pride

W Hotels is partnering with multimedia artist Baron Von Fancy on three Snapchat filters to support the Human Rights Campaign during Pride month.

The brand, part of Starwood Hotels & Resorts Worldwide, commissioned the artist to create three pieces of art in his signature graffiti lettering, which have been turned into Snapchat filters.

From now through the end of the month, whenever someone uses the filter at or around a W Hotel in the United States, $1 will be donated to HRC. The filters include phrases such as “I’m psyched to help W show their PRIDE this season,” “Love Won” and “The Road to Equality Has Never Been Straight.”

“W Hotels has always been ‘out’ about our support of the LGBT community, and we see our guests share their pride from our hotels on their social media channels daily,” said Anthony Ingham, global brand leader at W Hotels Worldwide. It’s the hotel’s second Snapchat campaign.

Von Fancy – aka Gordon Stevenson, who has collaborated with fashion, apparel, beauty and sportswear brands – and his commissioned works will be on display starting June 16 at W New York, Union Square, and then head to Atlanta and Austin during each city’s Pride festivities.