ADC Awards
The ADC Annual Awards is the oldest continuously running industry award show in the world. Now in its incredible 102nd year, these awards celebrate the very best in advertising, digital media, graphic and publication design, packaging and product design, motion, experiential and spatial design, photography, illustration and fashion design all with a focus on artistry and craftsmanship.
Shout
Agency VMLY&R Mexico / Mexico City + Quiet City Music + Sound / São Paulo/New York + Nash VFX / Brasil + Rebolucion Mexico / Mexico D.F.
Category
Craft in Video / Editing
Annual ID
ADC102_ADV065B
About the Work
BRIEF
Build a campaign that reinforces Movistar's position of inclusion and makes support for the LGBTQIA+ community, visible while generating awareness among users about the homophobia that this segment of the population faces daily. And use the online video format as a channel to create a HERO content to reach our audience.
SOLUTION
This Hero Film piece tells the story of "Javier". A boxer who loses everything except his pride. This audiovisual seeks to show how painful rejection of our sexuality can be in a human, challenging and inspiring way. We look to disrupt homophobia, transphobia and biphobia, principally because Mexico is a conservative country, and boxing is the perfect excuse to give visibility to this problem.
CULTURAL CONTEXT
Boxing is an important part of mexican culture. Boxing represents the struggling against poverty and adversity that millions face every day, and is also an iconic representation of macho culture. Therefore, being homosexual isn't just a tabu as in most Latinamerican societies, it's almost an offense against mexican pride and perceived as a sign of weakness in a culture that is still learning and fighting for sexual rights.
Build a campaign that reinforces Movistar's position of inclusion and makes support for the LGBTQIA+ community, visible while generating awareness among users about the homophobia that this segment of the population faces daily. And use the online video format as a channel to create a HERO content to reach our audience.
SOLUTION
This Hero Film piece tells the story of "Javier". A boxer who loses everything except his pride. This audiovisual seeks to show how painful rejection of our sexuality can be in a human, challenging and inspiring way. We look to disrupt homophobia, transphobia and biphobia, principally because Mexico is a conservative country, and boxing is the perfect excuse to give visibility to this problem.
CULTURAL CONTEXT
Boxing is an important part of mexican culture. Boxing represents the struggling against poverty and adversity that millions face every day, and is also an iconic representation of macho culture. Therefore, being homosexual isn't just a tabu as in most Latinamerican societies, it's almost an offense against mexican pride and perceived as a sign of weakness in a culture that is still learning and fighting for sexual rights.
2023 Awards
Total Points: 9
Bronze Cube
Credits
Agency
VMLY&R Mexico / Mexico City
Production Company
Rebolucion Mexico / Mexico D.F.
Music / Sound Production Company
Quiet City Music + Sound / São Paulo/New York
Post Production Company
Nash VFX / Brasil
Art Director
Rodolfo Lopez
Tania Magni
Chief Creative Officer
Luis Enriquez "Madruga"
Debbi Vandeven
Creative Director
Christian Santa Cruz "Pimpón"
Director
Felipe Vellasco
Editor
Rami D'Aguiar
Executive Producer
Alejandro Rossi
Ivan Lomeli
Photographer
William Etchebehere
Producer
Dario Casso
Sound Designer
Andres Melges
Stylist
Lele
assistant director
Flavio Landfredi
Audiovisual Production Director
Violeta Lopez
CEO
Héctor Fernández
Executive Director Global Creative Operations
Lauren Lafranz
Global Director, Creative Excellence
Erin Sweeney
Head of Brand & Integrated Marketing Communication
Karely Munarriz
Head of Digital (Creative Director)
Daniel De León Tanner
Post producer
Héctor Violante
Post production
Fabio Abreu
Producer manager
Elvia Zarco
Production Designer
Amilcar Espadas
Regional Chief Creative Director
Nino Goldberg
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