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.”
CreditsClient 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.
Barilla, LePub Navigate Subway Commute To “Togetherness”
On World Pasta Day, October 25, Barilla partnered with the NYC subway to turn its iconic “Spaghetti n°5” pasta boxes into “Togetherness Tickets,” offering free subway rides. At a special Barilla newsstand near Hudson Yards station, commuters could pick up a pasta box that, with a tech insert, worked like a regular subway ticket to open the turnstiles.
More than just a ticket, Barilla’s campaign was an invitation for individuals to step out of their solitary routines and connect with their loved ones over a delicious pasta meal. According to a global survey commissioned by Barilla in August 2023, 60% of respondents confessed to eating alone more frequently over the past two years, forsaking shared meals for a quick bite on their own.
The primary reason cited for this shift toward solitary dining is busy work schedules. A significant 48% of people surveyed lamented that their working hours kept them from sharing meals with their loved ones, highlighting the impact of our on-the-go lifestyles on quality time spent with family and friends. Additionally, geographical distances from family and friends contributed to the rise of solitary meals, with 37% acknowledging it as a growing obstacle.
Although people are increasingly eating alone, as a resounding 63% of people admitted to eating solo during the week, a remarkable 93% believe that regularly sharing meals has a positive impact on relationships with friends and family. Building on this emerging desire, Barilla wanted to remind us of the impact of food and more specifically pasta, in fostering better human connections.
Sometimes a friend or family member is just a few subway stops away. So get together and share a pasta meal with a box of Barilla, which also serves as a... Read More