Top Spot of the Week: Movistar, VMLY&R Mexico Shout Out Against Homophobia
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Robert Goldrich2610 views
Movistar and VMLY&R Mexico have released “Shouts,” a campaign aimed at denouncing and breaking homophobia, transphobia, and biphobia. Movistar is a major telecommunications provider owned by Telefonica, operating in Spanish and Hispanic American countries and is a major provider of landline, broadband, mobile services and (paid) television in Spain.
Mexico is the second most dangerous country for the LGBTQIA+ community in Latin America. Together Movistar and VMLY&R Mexico deployed the sport of boxing to push back against homophobia.
Movistar tackled a longtime “macho” stereotype (a cultural problem that generates pressure on men, linked to their pride and strength, a very particular problem, especially in Mexico). The campaign goal--embodied in this short film directed by Felipe Vellasco via production company Rebolucion--is to put a stop to cyber bullying through a positive narrative.
Luis Enriquez “Madruga,” CCO at VMLY&R Mexico, said, “We know that there is a lot of hate about homosexuality on social networks. Movistar is a telecom that wants to connect people and that is why we created ‘Shout’ a cry against homophobia. A narrative where we show how a person’s life can collapse from social networks. A life like that of ‘Javier,’ a boxing champion.”
Client Movistar Agency VMLY&R Mexico Debie Vandeven, global chief creative officer; Erin Sweeney, global director, creative excellence; Nino Goldberg, regional chief creative officer; Hector Fernandez, CEO; Andres Sanchez, president of agency, VP of digital transformation; Luis Enriquez “Madrugo,” chief creative officer; Daniel de Leon, creative director (head of digital); Christian Santa Cruz “Pimpon,” creative director; Tania Magni, art director; Vileta Loez Pachecho, audiovisual production director; Dario Casso, producer; Hector Violante, postproduction; Karely Munarriz, head of brand & integration marketing communications; Karen Maxemin, digital communication manager; Judith Rangel, digital coordinator. Production Company Rebolucion Felipe Vellasco, director; Ivan Lomeli, exec producer; William Etchebehere, DP; Flavio Landfred, assistant director; Elvia Zarco, production manager; Amilcar Espadas, production designer; Lelo, stylist. Postproduction Fabi Abreau, postproduction; Rami D’Aguilar, editor. VFX Nash VFX Music Quiet City Music & Sound Andres Melges, sound designer.