Draftfcb Toronto's Provocative PFLAG Campaign
Draftfcb Toronto launched a national campaign that uses inspirational testimonials from the Lesbian, Gay, Bisexual, Transgender and Ally (LGBTA) community in support of the not-for-profit organization PFLAG Canada. The campaign, which utilizes QR codes and mobile video, features 14 inspiring personal stories from the LGBTA community, including Rex Harrington, former principal dancer with the National Ballet and recent guest judge on So You Think You Can Dance Canada, and Terry Edward Briceland, sewing specialist for HGTV’s Divine Design.
The fully integrated campaign will run on television, print, out-of-home and online, featuring real people sharing their personal journeys of coming out conveys the importance of supportive personal connections. Every creative execution features one of the 14 individuals, and a QR code that leads to their video, which gives users access to the complete series of videos on stories.pflagcanada.ca. The intent is for the campaign to grow, for users to upload their own stories and connect to the videos created by their friends and family.
Some of the stories include:
• 12-year-old Bryce, who is being raised by four gay parents: three mothers and one father. Her story is connected to her father’s video, Terry Edward Briceland.
• Jazz, a young gay woman who credits her sister for helping save her from a suicide attempt. Her video is connected to her partner’s, Nicole.
• Mike, who has become an advocate for the gay black community. His video is connected to his husband Doug’s story.
• Jennifer, the mother of a trans-identified son Mason
• Darlene, who came out as a lesbian after 17 years of being married to a man
The campaign was created by the Draftfcb Toronto creative team of Elma Karabegovic and Lauren Miller and was originally recognized at the 2011 National Advertising Awards, winning Miller and Karabegovic a trip to the Cannes Lions International Festival of Creativity. Draftfcb and PFLAG Canada partnered with Radical Media, Radke Films and a number of media partners to realize the campaign, attracting over $400,000 in donated media across a wide range of channels. Brett Froomer from Radical Media/Radke Films directed the online videos, TV commercials, and also shot the photographs for online, print and out-of-home media. Editor was Izzy Ehrlich with Rooster Post, with music created by Vapor in Toronto.
http://www.youtube.com/user/PFLAGCanadaStories
Campaign Credits:
Draftfcb
Chief Creative Director: Robin Heisey
Associate Creative Director: Lauren Miller
Art Director: Elma Karabegovic
Business Director: Stephanie Myers
Account Director: Cynthia Roach
VP, Integrated Production: Judy Hamilton
Producer: Anna Neilson
PFLAG
Marketing Board Director: Mark Childs
Executive Director: Cherie McLeod
Radical Media/Radke Films
Director: Brett Froomer
Executive Producer: Scott Mackenze
Line Producer: Gillian Marr
Rooster Post
Editor: Izzy Erlich
Vapor Music
Composer: Gerry Mosby
Engineer: Julian Rudd
Producer: Gavin Nevsky
The fully integrated campaign will run on television, print, out-of-home and online, featuring real people sharing their personal journeys of coming out conveys the importance of supportive personal connections. Every creative execution features one of the 14 individuals, and a QR code that leads to their video, which gives users access to the complete series of videos on stories.pflagcanada.ca. The intent is for the campaign to grow, for users to upload their own stories and connect to the videos created by their friends and family.
Some of the stories include:
• 12-year-old Bryce, who is being raised by four gay parents: three mothers and one father. Her story is connected to her father’s video, Terry Edward Briceland.
• Jazz, a young gay woman who credits her sister for helping save her from a suicide attempt. Her video is connected to her partner’s, Nicole.
• Mike, who has become an advocate for the gay black community. His video is connected to his husband Doug’s story.
• Jennifer, the mother of a trans-identified son Mason
• Darlene, who came out as a lesbian after 17 years of being married to a man
The campaign was created by the Draftfcb Toronto creative team of Elma Karabegovic and Lauren Miller and was originally recognized at the 2011 National Advertising Awards, winning Miller and Karabegovic a trip to the Cannes Lions International Festival of Creativity. Draftfcb and PFLAG Canada partnered with Radical Media, Radke Films and a number of media partners to realize the campaign, attracting over $400,000 in donated media across a wide range of channels. Brett Froomer from Radical Media/Radke Films directed the online videos, TV commercials, and also shot the photographs for online, print and out-of-home media. Editor was Izzy Ehrlich with Rooster Post, with music created by Vapor in Toronto.
http://www.youtube.com/user/PFLAGCanadaStories
Campaign Credits:
Draftfcb
Chief Creative Director: Robin Heisey
Associate Creative Director: Lauren Miller
Art Director: Elma Karabegovic
Business Director: Stephanie Myers
Account Director: Cynthia Roach
VP, Integrated Production: Judy Hamilton
Producer: Anna Neilson
PFLAG
Marketing Board Director: Mark Childs
Executive Director: Cherie McLeod
Radical Media/Radke Films
Director: Brett Froomer
Executive Producer: Scott Mackenze
Line Producer: Gillian Marr
Rooster Post
Editor: Izzy Erlich
Vapor Music
Composer: Gerry Mosby
Engineer: Julian Rudd
Producer: Gavin Nevsky
