Content-Social/Viral/Promotional - Single
Joel McCurdy (Rethink)
Winner: Rethink Client: Fondation Émergence Creative Director: Nicolas Quintal Art Director: Maxime Sauté Writer: Xavier Blais Strategist: Pascal Routhier Broadcast Producer: Marie-Pière Poulin Account Director: Alex Lefebvre Account Manager: Cendra Percy Outreach: Charles Côté, Victor Brunton Production Company: Content:Content Producer: Ronny Lebrun, Raphaëlle Rousseau Sound Engineer: PO Rioux PR: TöK Communications, Éric Santerre, Samantha Williams
For the International Day Against Homophobia and Transphobia this year, we took homophobic and transphobic posts from social media feeds and displayed them in the streets to confront people. Every 23 seconds, a homophobic or transphobic comment is posted online, and nobody cares. Because our reflex is to ignore those comments online, we made them unignorable. We selected, printed and displayed 74 hateful posts from the last six years in Downtown Montreal.