2022 Winner

Montreal’s Fondation Émergence tapped Rethink to help remind people that hate crimes against the LGBTQ2+ community are still prevalent. “Colours of Pride” reimagined the iconic Pride flag by replacing the bright rainbow colours with muted ones from real bruises and assaults against the LGBTQ2+ community. A website featured testimonials of victims and invited visitors to contribute their own stories and images. The campaign video, launched on social channels and via PR efforts, generated more than 2.4 million views. The flags were also part of a toolkit made available globally for free, and the ordering of materials by schools grew
six-fold between 2020 and 2021.

Credits

Client: Fondation Émergence
Agency: Rethink
Chief Creative Officer: Aaron Starkman
Executive Creative Directors: Nicolas Quintal, Mike Dubrick
Creative Directors : Xavier Blais, Maxime Sauté
Art Directors : Maxime Sauté, Rachel Leblanc, Ryan Cookish
Copywriters : Xavier Blais, Geoff Baillie
Strategist: Pascal Routhier
Chief Strategy Officer: Sean McDonald
Client Services: Héloïse Picard, Alex Lefebvre
Producers: Alex Butt, Shelby Spigelman, Sarah Longpré, Katia Dupuy
Web Developers : Steve Lam, Ken Malley
Digital Producer : Todd Harrison
Print Producer: Scott Russell
Studio Artists: Darina Kosikova, Ignacio Florez
PR (in House): Meredith Montgomery, Sara Lemermeyer
PR: Hugues Mousseau, Heyco,
PR: Éric Santerre, Samantha Williams, Tök Communications
Director of Photography: AA Scott McClellan
Photographer: Riley Stewart
Music / SFX: Grayson Music