2019 Winner

Émergence Foundation

The Pride Shield

Rethink

GoldPublic Service: Original idea

GoldPublic Service: Reinvention

Many people tend to forget that the LGBTQ+ community still face violence and discrimination in less developed nations. Fondation Émergence decided to use the pride flag to create a “Pride Shield” that highlights the power of standing up against homophobia and transphobia together.

Working with Rethink, the team aligned 193 flags (the number of UN member countries) on wires and shot a .45 calibre bullet, travelling at 9,000 feet per second in a 400-yard warehouse. A single flag stood no chance against the bullet. But with each flag, the bullet lost power, eventually stopping in its tracks.

As a result, the installation took home a Gold Original Idea and Gold Reinvention at this year’s SIAs.

Credits
Client: Fondation Émergence/International Day Against Homophobia and Transphobia – Laurent Breault, Francis Viau, Olivia Baker
Agency: Rethink
National Creative Directors: Chris Staples, Ian Grais
Creative Director: Nicolas Quintal
Copywriters: Xavier Blais, Greg Kieltyka
Art Direction: Maxime Sauté
Production: Marie-Noëlle Rosso
Strategy: Pascal Routhier
Web Developer: Steve Lam
Digital Production: Todd Harrison
Account Services: Alex Lefebvre
Production houses: Morrison Films, 1one production, Consulat
Director: Julien Hurteau
Director of Photography: Mathieu Élie
Photograph: John Londono
Producers: Alexandre Caron, Jean-René Parenteau, Martine Goyette, Geneviève Croteau,
Gabrielle Doré
Color-grading: Simon Boissonneau
Sound editor: P.O. Rioux
Image retouching: Valérie Laliberté, Béatrice Munn
Assistants: Nicolas Bélanger, Philippe Richelet
Hair and makeup: Carole Méthot
Press Relations: TöK Communications – Éric Santerre, Samantha Williams