Colours of Pride

Pro Bono/PSA/Charity Entire Ad


Rethink, Toronto/Montreal/Vancouver
t: 416-583-2178
w: rethinkcanada.com

Client: Fondation Émergence Creative Director: Xavier Blais, Maxime Sauté Art Director: Ryan Cookish, Rachel LeBlanc, Maxime Sauté Writer: Geoff Baillie, Xavier Blais Chief Creative Officer: Aaron Starkman Executive Creative Director: Nicolas Quintal, Mike Dubrick Producer: Alex Butt, Katia Dupuy, Shelby Spigelman, Sarah Longpré Strategist: Pascal Routhier, Sean McDonald Developer: Steve Lam, Ken Malley Digital Producer: Todd Harrison Studio Artist: Scott Russell, Darina Kosikova, Ignacio Florez Public Relations: Meredith Montgomery, Sara Lemmermeyer Director of Photography: AA Scott McClellan Editor: Leigh O’Neill, Emmett Maloney Photographer: Riley Stewart Production Company: Fuze Reps Audio House: Grayson Matthews Audio Design

As part of the International Day Against Homophobia and Transphobia, the Colours of Pride project explores the theme of physical violence against people of the LGBTQ+ community by reimagining the rainbow colour scheme of the pride flag with injuries and bruises caused by hateful acts against people in the community. The campaign collected photos and testimonies of six LGBTQ+ survivors of violent attacks in Quebec, the United Kingdom, France, Côte d'Ivoire, Cambodia, and Cameroon.