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Let the Emmy games begin. With television’s big night on the horizon, “Transparent” has launched its Emmy campaign in full force — starting on Santa Monica Boulevard in West L.A.

Thursday morning, a large mob, donning “Transparent” garb and holding social media-tailored signs, excitedly took over the busy streets during morning commute hours, outside of Variety‘s headquarters to bring attention to the Amazon Studios series.

Two participants (pictured below) said they we’re hoping to rally loud and proud enough to stop traffic, as they were promoting the show. While cars were honking passing by, the duo caught the attention of a Variety staffer on their way into work, and explained that the office was the first of three stops for the day. Next on the list was Amazon’s digs, followed by Sony in Santa Monica.

The rally follows another Los Angeles-based Emmy stunt for Jill Soloway’s award-winning series, which implemented single-stall bathrooms in L.A. restaurants to promote a gender-neutral community.