The One Show

The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

2019 One Show - Design

Pride Shield

Agency Rethink / Toronto + Morrison Films / Montreal + 1One Production / Montreal

Client Fondation Émergence
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Annual ID

OS_DE19012G

About the Work

As we convince ourselves that the world is a more tolerant and accepting place, 72 countries criminalize same-sex relationships, 8 of which impose the death penalty. May 17th is the International Day Against Homophobia and Transphobia and we needed to trigger discussions about the LGBTQ+ communities harsh realities. Knowing that people tend to shut off when confronted with depictions of violence, we aimed at symbolizing the problem and the solution in an evocative, universal allegory. The Pride Shield aimed to show the importance of unity in the face of violence and the hope to stop it. It is the only Pride Flag designed to stop violence, a filmed half football field sized ballistic experiment turned museal art installation made out of 193 Pride Flags (one for each country in the UN) that can stop a .45 caliber bullet.