| 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 | Racial/Ethnic/Minority/Disability Awareness |
| Story | Fondation Émergence is a Montréal-based NFPO whose mission is to raise awareness about the plight of the LGBT community. In 2003, the organization founded the International Day Against Homophobia, Transphobia and Biphobia, now observed worldwide. Held annually on May 17, the day is a rallying event that offers an opportunity for people to get together and reach out to one another. |
| Media Type | Case Study |
| Creative Director | Nicolas Quintal |
| Creative Director | Chris Staples |
| Creative Director | Ian Grais |
| Copywriter | Xavier Blais |
| Copywriter | Greg Kieltyka |
| Art Director | Maxime Sauté |
| Agency Producer | Marie-Noëlle Rosso |
| Agency Producer | Todd Harrison |
| Production Company | Morrison Films |
| Director | Julien Hurteau |
| Production Company Producer | Alexandre Caron |
| Production Company Producer | Jean-René Parenteau |
| Production Company | 1ONE Production |
| Strategist | Pascal Routhier |
| Account Manager | Alex Lefebvre |
| Web Development | Steve Lam |
| Director of Photography (DOP) | Mathieu Elie |
| Photographer | John Londono |
| Assistant Photographer | Philippe Richelet |
| Colorist | Simon Boissonneau |
| Simon Boissonneau | |
| Post Production | Gabrielle Dore |
| Print Producer | Martine Goyette |
| Print Producer | Geneviève Croteau |
| Retoucher | Valérie Laliberté |
| Retoucher | Béatrice Munn |
| Hair and Makeup | Carole Méthot |
| Press Relations | Éric Santerre |
| Press Relations | Samantha Williams |