2022 Winner

Fondation Émergence – which founded the International Day Against Homophobia and Transphobia on May 17 – wanted to remind people that the fight for equality for the LGBTQ+ community was far from over, despite the growing presence and positivity of annual Pride parades and celebrations around the world.

The “Colours of Pride” campaign reimagined the iconic symbol of the Pride flag by recreating the rainbow hues with the colours of real bruises from assaults against LGBTQ+ activists. The video opens on the flag being waved in Pride celebrations before it shows a series of disturbing photos, videos and testimonials of people around the world injured in hate crimes, demonstrating why the reimagined Pride flag was created. The video generated more than 2.4 million views across all platforms.

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