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.
Category
Social Channel / Single Platform
Annual ID
OS22_SM040M
About the Work
In 72 countries LGBTQIA+ people are discriminated against by law. In six of countries, homosexuality is a crime punishable by death.
NGO FELGTB is a 25-year-old Spanish movement, that brings together 55+ LGBTQIA+ entities from across the Spanish territories, to fight for LGBTQIA+ rights.
FELGTB won’t rest until legal equality and social respect for the LGBTQIA+ community is achieved everywhere.
BRIEF
Due to pandemic lockdowns, FELGTB couldn’t manifest as before. They asked us to help them show up for Pride from home.
OBJECTIVES
Raise awareness of the deprivation of rights of LGBTQIA+ people living in 72 countries.
Create presence for FELGTB throughout Pride week despite not being able to take to the streets.
Reinforce FELGTB’s position as the largest representative organisation of LGBTQIA+ people in Spain.
PROBLEM
How do you highlight the plight of people living in these countries when identifying them could lead to their persecution?
We identified real stories by contacting LGBTQIA+ collective advocacy institutions around the world. From there, we compiled the stories in audio and uploaded them on the FELGTB profile on TikTok.
Through a simple button on the TikTok interface, anyone can use the audio from a video to create a new one, allowing people to Lip-Sync on the platform.
We invited some influencers from the LGBTQIA+ collective to join the cause and kick-off the social activation.
Each influencer selected one of our voices and created a video doing Lip-Sync, their videos quickly got a big audience, the algorithm started to suggest it to more people, people started making their own videos... and that's how a huge chain was formed.
The campaign ran for one month but is still alive organically.
TikTok Results:
3.7M+ views
12M+ impressions
500K+ interactions
NGO FELGTB is a 25-year-old Spanish movement, that brings together 55+ LGBTQIA+ entities from across the Spanish territories, to fight for LGBTQIA+ rights.
FELGTB won’t rest until legal equality and social respect for the LGBTQIA+ community is achieved everywhere.
BRIEF
Due to pandemic lockdowns, FELGTB couldn’t manifest as before. They asked us to help them show up for Pride from home.
OBJECTIVES
Raise awareness of the deprivation of rights of LGBTQIA+ people living in 72 countries.
Create presence for FELGTB throughout Pride week despite not being able to take to the streets.
Reinforce FELGTB’s position as the largest representative organisation of LGBTQIA+ people in Spain.
PROBLEM
How do you highlight the plight of people living in these countries when identifying them could lead to their persecution?
We identified real stories by contacting LGBTQIA+ collective advocacy institutions around the world. From there, we compiled the stories in audio and uploaded them on the FELGTB profile on TikTok.
Through a simple button on the TikTok interface, anyone can use the audio from a video to create a new one, allowing people to Lip-Sync on the platform.
We invited some influencers from the LGBTQIA+ collective to join the cause and kick-off the social activation.
Each influencer selected one of our voices and created a video doing Lip-Sync, their videos quickly got a big audience, the algorithm started to suggest it to more people, people started making their own videos... and that's how a huge chain was formed.
The campaign ran for one month but is still alive organically.
TikTok Results:
3.7M+ views
12M+ impressions
500K+ interactions
2022 Awards
Total Points: 3
Merit
Credits
Agency
Edelman / Madrid
Copywriter
Maripaz Pascual Gandia
Editor
Jordi Martinez
Nelson Ortiz
Graphic Designer
David Pastor
CCO EMEA
Mattias Ronge
Stefan Ronge
Creative Art Director
Helena Centena Crespo
Creative Director Spain
Felipe Braz Costa
Creative Retoucher
Joao Cavalcante
Creative Trainee
Carla Guerrero
Ignacio Perez
Digital Director
Aleix Perdigo
General Manager Spain
Lucia Carballeda
Pelayo Alonso
Global CCO
Judy John
Music Director
Henrique Tanji
Related Awards
