The One Show
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Category
Online-only Films & Video / Over 60 Seconds - Single
Annual ID
OS23_FI022S
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
Silver Pencil
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
Editor
Rami D´'Aguilar
Executive Producer
Ivan Lomeli
Producer
Dario Casso
Violeta Lopez
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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