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.

2023 ADC Awards - Motion / Film Craft

Shout

Agency VMLY&R Mexico / Mexico City + Quiet City Music + Sound / São Paulo/New York + Nash VFX / Brasil + Rebolucion Mexico / Mexico D.F.

Client Telefonica Movistar

Category

Motion / Film / Narrative

Annual ID

ADC102_MOT012S

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.

2023 Awards

Total Points: 21

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

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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