Luis “Madruga” Enríquez, Chief Creative Officer of VMLY&R Mexico, expressed his honor for winning a Golden Lion in Cannes together with Movistar, while fighting against homophobia. Enríquez highlighted the important message conveyed by “Shout” and celebrated the recognition with a great shout of joy.
“Shout” has generated a huge impact since its release, reaching over 18 million impressions. In addition, sentiment towards Movistar has increased by 45% compared to the rest of the brand’s content in the last year.
Karely Munarriz, Head of Brand and Integrated Marketing Communications at Movistar, highlighted the company’s commitment to improving people’s lives through connectivity. Munarriz stated that Movistar believes in the power of diversity as a driver of competitiveness in the connected world driven by technology.
“Shout” was launched as a campaign aimed at denouncing and ending homophobia, transphobia and biphobia in Mexico, considered the second most dangerous country for the LGBT+ community in Latin America. The piece uses the sport of boxing, emblematic, influential and respected in the country, to convey a powerful message of denunciation.
The campaign challenges gender stereotypes associated with sport that put pressure on men linked to their pride and strength, and seeks to end cyber bullying. As part of the work, Movistar launched dialogando.com, a platform to help its consumers use technology responsibly.
With the recognitions obtained at Cannes Lions, “Shout” has won 79 awards in different competitions around the world. Notable awards include 1 Graphite Pencil and 4 Wood Pencil in D&AD, 1 Grand Prix at AdForum’s PHNX Awards, 1 Grand Prix, 4 Gold, 4 Silver and 5 Bronze at Art Directors Club, 2 Grand Prix, 6 Gold, 7 silver and 1 bronze at the Círculo Creativo, and Best of Show/Grand Prix at Ciclope Latin Awards.
Recently, “Shout” received the prestigious Best of Show/Grand Prix recognition at The AICP Awards, The Art & Technique of the Commercial. This award makes the film the first Mexican advertising piece to be included in the archives of the Film Department of the Museum of Modern Art in New York (MoMA). In this way, “Shout” will be available for future generations to study and display, preserving its cultural significance.
With its powerful message and multiple awards, “Shout” has become a symbol of the fight against homophobia and violence towards the LGBT+ community, inspiring positive change and raising awareness in Mexico and beyond.