Fondation Émergence: Pride Shield

July 06, 2019Filed under Media, Outdoor, PR and Public Interest, NGO

Homophobic violence is on the rise. And for the International Day Against Homophobia and Transphobia, we aimed to show the importance of unity in the face of LGBTQ+ violence and the hope to stop it. 

We conducted and filmed a ballistic experiment and fired a .45 caliber bullet on 193 Pride Flags (one for each country registered in the UN) aligned on metal wires spanning on 200 metres. A single flag would have stood no chance against the bullet. But with each flag, the bullet lost power, eventually stopping in its tracks. The Pride Shield - the only Pride Flag designed to stop violence was born. 

The ballistic experiment became our hero video content piece and the flags that withstood the impact were turned into a traveling art piece symbolizing the importance of standing together in the face of violence.

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 our objective was to help trigger discussions about the LGBTQ+’s community harsh realities. We needed to catch the attention of the widest audience possible in a time when some people might think that being a LGBTQ+ individual is no longer frowned upon.

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.

Advertising Agency:Rethink, Montréal, Canada
Creative Director:Nicolas Quintal, Chris Staples, Ian Grais
Art Director:Maxime Sauté
Writer:Xavier Blais, Greg Kieltyka
Broadcast Producer:Marie-Noëlle Rosso
Strategist:Pascal Routhier
Account Director:Alex Lefebvre
Web Developer:Steve Lam
Digital Producer:Todd Harrison
Director:Julien Hurteau
Director Of Photography:Mathieu Élie
Colour Grading:Simon Boissonneau
Producer:Alexandre Caron, Jean-René Parenteau
Post Production Coordinator:Gabrielle Doré
Sound Engineer:P.O. Rioux
Flag installation:Nicolas Bélanger
Print Producer:Martine Goyette, Geneviève Croteau
Photographer:John Londono
Assistant Photographer:Philippe Richelet
Image Retouching:Valérie Laliberté, Béatrice Munn
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