Fondation Emergence - "Pride Shield"

Rethink Communications Inc.

Rethink Communications Inc. Montreal, Canada

Awards

8407

This ad is part of the ACT Responsible Collection

Brand: Fondation Emergence
Country: Canada

Advertiser: Fondation Emergence

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
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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
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