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Pride Shield

Pride Shield | Fondation Emergence | Rethink
Download Download JPG | 3998x2825px
Industry: Public interest & Non-profit
Style: Minimalism
Write a short summary of what happens in the digital or ambient execution or campaign.

Homophobic violence is on the rise. And for the International Day Against Homophobia and Transphobia, we aimed to show the importance of unity in the face of LGBTQ+ violence and the hope to stop it.

We conducted and filmed a ballistic experiment and fired a .45 caliber bullet on 193 Pride Flags (one for each country registered in the UN) aligned on metal wires spanning on 200 metres. A single flag would have stood no chance against the bullet. But with each flag, the bullet lost power, eventually stopping in its tracks. The Pride Shield - the only Pride Flag designed to stop violence was born.

The ballistic experiment became our hero video content piece and the flags that withstood the impact were turned into a traveling art piece symbolizing the importance of standing together in the face of violence.

Cultural/Context information for the jury

As we convince ourselves that the world is a more tolerant and accepting place, 72 countries criminalize same-sex relationships, 8 of which impose the death penalty.

May 17th is the International Day Against Homophobia and Transphobia and our objective was to help trigger discussions about the LGBTQ+’s community harsh realities. We needed to catch the attention of the widest audience possible in a time when some people might think that being a LGBTQ+ individual is no longer frowned upon.

Knowing that people tend to shut off when confronted with depictions of violence, we aimed at symbolizing the problem and the solution in an evocative, universal allegory.
Production Company:
Cannes Lions International Festival of Creativity 2019
Bronze Outdoor
Cannes Lions International Festival of Creativity 2019
Shortlist Design
Spatial & Sculptural Exhibitions and Experiences
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