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2023 One Show - Branded Entertainment

Shout

Agency VMLY&R Mexico / Mexico City + Rebolucion / Mexico City

Client Telefonica Movistar

Category

Long Form Video / Single

Annual ID

OS23_BE014S

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 and reach our audience. Description: “Everything can be broken, except your pride” is the new Movistar campaign against homophobia, transphobia and biphobia, which affects the LGBTQIA+ community daily. Especially in a country that ranks second in Latin America with the most acts of violence towards the LGBTQIA+ community. This Hero Film piece tells the story of "Javier", a boxer who loses everything except his pride. We look to disrupt homophobia, transphobia and biphobia in this field, principally because Mexico is a conservative country, and boxing is the perfect excuse to give visibility to this problem. Boxing is an important part of Mexican culture. 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 in a culture that is still learning and fighting for sexual rights. This film was shot entirely on 16mm film, the director heavily boarded his shots before the shoot. We want to tell this story in the way where we would not give any hint that our main character was Homosexual. The music was also a very impactful tool. “Shout” is a classic music track and the idea of continuing the remake of the music through the night club scene was first done in the initial edit. Casting: The main characters belong to the world of boxing. "Javier" (the protagonist), his brother and his father are actually family, and they are all real boxers. Even "Javier's" trainer trains boxers in one of the most traditional and iconic gyms in Mexico: “El Medel”. This decision helped a lot to make the story feels real. We find them in “Tepito”, the most iconic boxing neighborhood in Mexico. It was a challenge for them to interpret an LGBT story.

2023 Awards

Total Points: 21

Credits

Agency

VMLY&R Mexico / Mexico City

Production Company

Rebolucion / Mexico City

Art Director

Samuel Rios
Tania Magni

Chief Creative Officer

Luis Enriquez "Madruga"
Debbi Vandeven

Creative Director

Christian "pimpon" Santa Cruz

Director

Felipe Vellasco

Director of Photography

William Etchebehere

Executive Producer

Ivan Lomeli

Sound Designer

Andres Melges
Chris Jordao

Stylist

Lele

assistant director

Flavio Landfredi

CEO

Héctor Fernández

Executive Director Global Creative Operations

Lauren Lafranz

Head of Brand & Integrated Marketing Communication

Karely Munarriz

Head of Digital, Creative Director & copywriter

Daniel de Leon

MUSIC COMPOSER

Chris Jordao
Darren Solomon

Post production

Fabi Abreu

Production Designer

Amilcar Espadas

Production Manager

Elvia Zarco

Regional Chief Creative Director

Nino Goldberg

Regional VP Digital CEO

Andrés Sánchez

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