Blessed San Mamés
Connecting with the pride of Bilbao, Movistar pays tribute to “the cathedral” of Spanish and European football
Shout
Tackling homophobia in Mexico with a boxing film that questions the nature of machismo
- Office
- Mexico
- Client
- Movistar
Gay and trans people continue to face enormous societal prejudice in Mexico. Religious groups in the predominantly Catholic country tend to be staunchly opposed to LGBTQ+ rights, and machismo that's so embedded in the country makes coming out as a gay man particularly dangerous. Against this backdrop, VML Mexico has released a short film for telecommunications provider Movistar that tackles the issue of homophobia – in particularly, the cyberbullying of gay people – through a film that turns the notion of machismo on its head.
We know that there is a lot of hate about homosexuality on social networks. Movistar is a telecom that wants to connect people and that's why we created "Shout" – a cry against homophobia.
Within Latin America, Mexico stands as the second most dangerous country for the LGBTQIA+ community. In an effort to combat homophobia, Movistar and VML joined together and leveraged the sport of boxing for the campaign.
Movistar, a telecommunications giant owned by Telefonica, operates across Spanish and Hispanic American countries. As a business that gives power to internet access, Movistar understands how these tools can be a problem as well as a solution, depending how they are used. With local insights from Mexico, Movistar took a stance on the longtime “macho” stereotype and leveraged the positive power of telecoms to combat homophobia.
With the aim of denouncing and dismantling homophobia, transphobia and biphobia, Movistar and VML Mexico launched “Shout" that seeks to tackle the longtime “macho” stereotype and put an end to cyberbullying through a positive narrative.
Our campaign resonated with 15 million people, capturing hearts and minds across platforms.
In just two weeks, audiences immersed themselves in over 10,000 hours of social media content, witnessing a brand transformation that saw mentions skyrocket by 40%.
The overwhelming success is further underscored by a remarkable 57% surge in positive sentiment and a captivating video experience that drew viewers back an average of 4.5 times per user, solidifying our brand as a true standout in the digital landscape.
