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- Agency: NeogamaBBH
- Location: Sao Paulo
- Client: Mix Brasil (a cultural diversity festival)
- Name: Everyone is gay
- Category: Film
- Why I like it: We often talk of leveraging a cultural tension in order to make our advertising more relevant and disruptive…this often leads to work that is emotionally charged. What is interesting is how they built around a cultural tension (ie. stereotypes and prejudices in Brazilian society) and yet the film still manages to pull off a lighthearted, almost humorous vibe. It’s a good lesson – building off a tension does not have to equal a heavy-handed approach. In fact here they shine a light on a societal failing…and then give it a spin that is both inclusive and inviting. The result is a fine balance that delivers on the objective of getting attention and encouraging participation. Nicely done!