| Title | Pride Shield |
| Brief | We turned to a powerful, well-known icon, the LGBT pride flag, and built an experiment-turned-art piece to highlight the power of standing together. We created a full-scale ballistic experiment in which we aligned a total of 193 pride flags on metal wires (the exact number of countries in the world members of the UN) and shot through them with a .45 calibre bullet travelling at 9,000 ft/second in a 400-yard warehouse.The experiment was so powerful it became our hero content piece. The video directed the public to prideshield.com, a dedicated website inviting people to take action, get involved in their communities, donate to the cause and bring The Pride Shield in their city to spark conversations in real life. PR outreach amplified The Pride Shield story, generated media coverage and much-needed discussions around LGBTQ2+’s challenges. The Pride Shield became more than a content piece, it became an art piece. The 193 flags were wired and bonded together in an artistic installation made available for museums and cultural institutions. |
| Agency | Rethink Communications Inc. |
| Campaign | LGBT Shield |
| Advertiser | Fondation Emergence |
| Brand | Fondation Emergence |
| Posted | January 2019 |
| Business Sector | Subscribers Only |
| Story | Subscribers Only |
| Media Type | Case Study |
| Creative Director | N....as Q....al Subscribers Only |
| Creative Director | C...s S....es Subscribers Only |
| Creative Director | ..n G...s Subscribers Only |
| Copywriter | X...er B...s Subscribers Only |
| Copywriter | G..g Ki....ka Subscribers Only |
| Art Director | M...me S...é Subscribers Only |
| Agency Producer | Mar......�lle R...o Subscribers Only |
| Agency Producer | T..d Ha....on Subscribers Only |
| Production Company | Mo....on F...s Subscribers Only |
| Director | J...en H....au Subscribers Only |
| Production Company Producer | Al.....re C...n Subscribers Only |
| Production Company Producer | Je.....né Pa.....au Subscribers Only |
| Production Company | 1..E Pr.....ion Subscribers Only |
| Strategist | P...al Ro....er Subscribers Only |
| Account Manager | A..x Le....re Subscribers Only |
| Web Development | S...e ..m Subscribers Only |
| Director of Photography (DOP) | M....eu E..e Subscribers Only |
| Photographer | J..n L....no Subscribers Only |
| Assistant Photographer | Ph....pe Ri....et Subscribers Only |
| Colorist | S...n Bo......eau Subscribers Only |
| S...n Bo......eau Subscribers Only | |
| Post Production | Ga.....le D..e Subscribers Only |
| Print Producer | M....ne G....te Subscribers Only |
| Print Producer | Ge.....�ve C....au Subscribers Only |
| Retoucher | V....rie La.....té Subscribers Only |
| Retoucher | B�....ice M..n Subscribers Only |
| Hair and Makeup | C...le M...hot Subscribers Only |
| Press Relations | �..ic Sa....re Subscribers Only |
| Press Relations | Sa....ha Wi....ms Subscribers Only |
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