2019 Winner
Fondation Émergence
The Pride Shield
Rethink
SilverOnline video
BronzeAToMiC Idea
Fondation Émergence wanted to promote the International Day Against Homophobia and Transphobia with something a little more ambitious than ads. Many people in developed countries tend to forget that the LGBTQ+ community still faces violence and discrimination. Working with Rethink, the non-profit used the pride flag to create a "Pride Shield" art piece that highlighted the power of standing up against homophobia and transphobia together. The team aligned 193 (the number of UN member countries) flags on wires and shot through them with a .45 calibre bullet, travelling at 9,000 feet per second in a 400-yard warehouse. The Flag eventually stopped the bullet Museums are looking to exhibit the installation in 2019 and the shield will soon travel the world, raising awareness about the plight of the LGBTQ+ community.
Credits
Creative Directors: Nicolas Quintal, Chris Staples, Ian Grais
Art Director: Maxime Sauté
Copywriters: Xavier Blais, Greg Kieltyka
Producer: Marie-Noëlle Rosso
Strategic Planner: Pascal Routhier
Account Services: Alex Lefebvre
Web Development: Steve Lam
Online Production: Todd Harrison
Video Production Company: Morrison Films \ 1One Production
Director: Julien Hurteau
DOP: Mathieu Elie
Color grading: Simon Boissonneau
Producer: Alexandre Caron \ Jean-René Parenteau
Postproduction coordinator: Gabrielle Doré
Sound: P.O. Rioux
Flag installation: Nicolas Bélanger
Print production: Consulat - Martine Goyette, Geneviève Croteau
Photographer: John Londono
Photo assistant: Philippe Richelet
Image retouching: Valérie Laliberté, Béatrice Munn
Hair/Makeup: Carole Méthot
Press Relations: TöK Communications - Éric Santerre, Samantha Williams