Gay and trans people continue to face enormous societal prejudice in Mexico. Religious groups in the predominantly Catholic country tend to be staunchly opposed to LGBTQ+ rights, and machismo that's so embedded in the country makes coming out as a gay man particularly dangerous. Against this backdrop, VML Mexico has released a short film for telecommunications provider Movistar that tackles the issue of homophobia – in particularly, the cyberbullying of gay people – through a film that turns the notion of machismo on its head.
Shout
Tackling homophobia in Mexico with a boxing film that questions the nature of machismo
Client
- Movistar
Office
- Mexico
We know that there is a lot of hate about homosexuality on social networks. Movistar is a telecom that wants to connect people and that's why we created Shout – a cry against homophobia.
Luis "Madruga" Enriquez
Chief Creative Officer - VML Mexico
Within Latin America, Mexico stands as the second most dangerous country for the LGBTQIA+ community. In an effort to combat homophobia, Movistar and VML joined together and leveraged the sport of boxing for the campaign.
Movistar, a telecommunications giant owned by Telefonica, operates across Spanish and Hispanic American countries. As a business that gives power to internet access, Movistar understands how these tools can be a problem as well as a solution, depending how they are used. With local insights from Mexico, Movistar took a stance on the longtime “macho” stereotype and leveraged the positive power of telecoms to combat homophobia.
With the aim of denouncing and dismantling homophobia, transphobia and biphobia, Movistar and VML Mexico launched “Shout" that seeks to tackle the longtime “macho” stereotype and put an end to cyberbullying through a positive narrative.
Our campaign resonated with 15 million people, capturing hearts and minds across platforms.
In just two weeks, audiences immersed themselves in over 10,000 hours of social media content, witnessing a brand transformation that saw mentions skyrocket by 40%.
The overwhelming success is further underscored by a remarkable 57% surge in positive sentiment and a captivating video experience that drew viewers back an average of 4.5 times per user, solidifying our brand as a true standout in the digital landscape.
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Awards
2023 Cannes Lions
Entertainment for Sports / Social Behaviour / Cultural Insight
Gold
2023 Cannes Lions
Film Craft Script
Gold
2023 Cannes Lions
Film Craft Direction
Silver
2023 Cannes Lions
Film Craft Use of Licensed/Adapted Music
Silver
2023 Cannes Lions
Film Casting
Bronze
2023 Cannes Lions
Film Craft Cinematography
Bronze
2023 Cannes Lions
Film Cultural Insight
Bronze
2023 Cannes Lions
Entertainment for Sports / Film Series Audio Branded Content
Bronze
2023 Cannes Lions
Film B2B Online Film
Bronze
2023 Cannes Lions
Film B2B Tv Cinema Film
Bronze
2023 Cannes Lions
Film Social Behaviour
Bronze
2023 Clio Awards
Use of Music
Silver
2023 Clio Awards
Editing
Bronze
2023 AICP Awards
Editing
Best of Show
2023 The New York Festival
Film Craft Editing
Bronze
2023 The New York Festival
Film Corporate Image B2B
Bronze
2023 The New York Festival
Audio / Radio Craft / Music Sound Design
Bronze
2023 Gerety Awards
Cinematography
Gold
2023 Gerety Awards
Copywriting
Silver
2023 Gerety Awards
Direction
Silver
2023 Gerety Awards
Music
Silver
2023 Gerety Awards
Sound Design
Silver
2023 Gerety Awards
Editing
Bronze
2023 ADC Awards
Film Craft
Grand Prix
2023 ADC Awards
Film Craft Cinematography
Gold
2023 ADC Awards
Film Craft Editing
Gold
2023 ADC Awards
Film Craft Direction
Gold
2023 ADC Awards
Film Advertising Cinematography
Gold
2023 ADC Awards
Film Advertising Direction
Silver
2023 ADC Awards
Film Craft Narrative
Silver
2023 ADC Awards
Advertising Branded Content / Entertainment Online Video
Bronze
2023 ADC Awards
Advertising Craft Video / Editing
Bronze
2023 ADC Awards
Advertising Television / Film
Bronze
2023 ADC Awards
Advertising Television / Online Film
Bronze
2023 ADC Awards
Film Craft Use of Music & Sound
Bronze
2023 D&AD Awards
Casting
Graphite Pencil
2023 D&AD Awards
Film
Wood Pencil
2023 D&AD Awards
Direction
Wood Pencil
2023 D&AD Awards
Editing
Wood Pencil
2023 The One Show
Screen Short Film / Sound Design
Gold
2023 The One Show
Film
Silver
2023 The One Show
Branded Content
Silver
2023 SHOTS
Casting
Gold
2023 SHOTS
Use of Music
Gold
2023 SHOTS
Editing
Silver
2023 SHOTS
Cinematography
Bronze
2023 SHOTS
Production and Design
Bronze
2023 PHNX Ad Forum
Grand Prix / Film
Grand Prix
2023 PHNX Ad Forum
Copywriting
Gold
2023 PHNX Ad Forum
Use of Music
Gold
2023 PHNX Ad Forum
Direction
Silver
2023 PHNX Ad Forum
Idea
Silver
2023 Círculo Creativo De México
Digital & Social / Social Video
Grand Prix
2023 Círculo Creativo De México
Craft Audiovisual
Grand Prix
2023 Círculo Creativo De México
Craft Audiovisual / Photography
Gold
2023 Círculo Creativo De México
Craft Audiovisual / Editing
Gold
2023 Círculo Creativo De México
Craft Audiovisual / Music Adapted
Gold
2023 Círculo Creativo De México
Craft Audio / Best Sound Design
Gold
2023 Círculo Creativo De México
Craft Audio / Music Adapted
Gold
2023 Círculo Creativo De México
Digital & Social / Social Video
Gold
2023 Círculo Creativo De México
Film
Silver
2023 Círculo Creativo De México
Entertainment / Online Video
Silver
2023 Círculo Creativo De México
Glass
Silver
2023 Círculo Creativo De México
Craft Audiovisual / Direction
Silver
2023 Círculo Creativo De México
Craft Audiovisual / Best Script
Silver
2023 Círculo Creativo De México
Craft Audiovisual / Production Design
Silver
2023 Círculo Creativo De México
Craft Audiovisual / Sustainable / Diversity & Inclusion
Silver
2023 Círculo Creativo De México
Craft Audiovisual / Post Production
Bronze
2022 El Ojo de Iberoamérica
Film
Gold
2022 El Ojo de Iberoamérica
Content Video
Gold
2022 El Ojo de Iberoamérica
Digital & Social / Social Video
Gold
2022 El Ojo de Iberoamérica
Dirección de Actores
Gold
2022 El Ojo de Iberoamérica
Corrección de Color
Gold
2022 El Ojo de Iberoamérica
Dirección
Silver
2022 El Ojo de Iberoamérica
Efectiveness
Silver
2022 El Ojo de Iberoamérica
Editing
Silver
2022 El Ojo de Iberoamérica
Sound Design
Silver
2022 El Ojo de Iberoamérica
Online Video
Silver
2022 El Ojo de Iberoamérica
Sound Design
Silver
2022 El Ojo de Iberoamérica
Use of Music
Silver
2022 El Ojo de Iberoamérica
Cinematography
Bronze
2022 El Ojo de Iberoamérica
Sports
Bronze
2022 El Ojo de Iberoamérica
Film
Bronze
2022 El Ojo de Iberoamérica
Content
Bronze
2022 ANDY's Awards
Craft
Gold
2022 Ciclope Americas
Film
Grand Prix
2022 Ciclope Americas
Direction
Gold
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