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.

ENT BRANDED CONTENT ONLINE 02
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.

Luis "Madruga" Enriquez

Chief Creative Officer - VML Mexico

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.

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Awards

2023 Clube de Criação de São Paulo

2023 Clube de Criação de São Paulo

Use of Music


Gold

2023 Clube de Criação de São Paulo

2023 Clube de Criação de São Paulo

Cinematography


Gold

2023 Clube de Criação de São Paulo

2023 Clube de Criação de São Paulo

Editing


Silver

2023 Clube de Criação de São Paulo

2023 Clube de Criação de São Paulo

Direction


Silver

2023 Clube de Criação de São Paulo

2023 Clube de Criação de São Paulo

Sound Design


Bronze

2022 London International Awards

2022 London International Awards

Music Adaptation


Silver

2022 London International Awards

2022 London International Awards

Online Film / Copywriting


Bronze

2022 London International Awards

2022 London International Awards

Online / Corporate Image


Bronze

2022 Ciclope

2022 Ciclope

Music Adapted


Silver

2022 Ciclope

2022 Ciclope

Editing


Silver

2022 Ciclope

2022 Ciclope

Color Grading


Silver

2023 Art Director's Club

2023 Art Director's Club

Film Craft / Cinematography


Gold

2023 Art Director's Club

2023 Art Director's Club

Film Craft / Editing


Gold

2023 Art Director's Club

2023 Art Director's Club

Film Craft / Direction


Gold

2023 Art Director's Club

2023 Art Director's Club

Film Craft


Grand Prix

2023 Cannes Lions

2023 Cannes Lions

Film Craft / Direction


Silver Lion

2023 Cannes Lions

2023 Cannes Lions

Film / Casting


Bronze Lion

2023 Cannes Lions

2023 Cannes Lions

Film B2B / Online Film


Bronze Lion

2023 Art Director's Club

2023 Art Director's Club

Film Advertising / Cinematography


Gold

2023 Art Director's Club

2023 Art Director's Club

Film / Advertising Direction


Silver

2023 Art Director's Club

2023 Art Director's Club

Film Craft / Narrative


Silver

2023 Art Director's Club

2023 Art Director's Club

Branded Content / Entertainment Online Video


Bronze

2023 Art Director's Club

2023 Art Director's Club

Advertising Craft Video / Editing


Bronze

2023 Art Director's Club

2023 Art Director's Club

Advertising Television / Film


Bronze

2023 Art Director's Club

2023 Art Director's Club

Advertising Television / Online Film


Bronze

2023 Art Director's Club

2023 Art Director's Club

Film Craft / Use of Music & Sound


Bronze

2023 ANDY's ADDY Awards

2023 ANDY's ADDY Awards

Film Craft - Craft


Gold

2023 Cannes Lions

2023 Cannes Lions

Entertainment for Sports / Social Behaviour


Gold Lion

2023 Cannes Lions

2023 Cannes Lions

Film Craft / Script


Gold Lion

2023 Cannes Lions

2023 Cannes Lions

Film Craft / Adapted Music


Silver Lion

2023 Cannes Lions

2023 Cannes Lions

Film Craft / Cinematography


Bronze Lion

2023 Cannes Lions

2023 Cannes Lions

Film / Cultural Insight


Bronze Lion

2023 Cannes Lions

2023 Cannes Lions

Entertainment for Sports / Branded Content


Bronze Lion

2023 Cannes Lions

2023 Cannes Lions

Film B2B / Tv Cinema Film


Bronze Lion

2023 Cannes Lions

2023 Cannes Lions

Film / Social Behaviour


Bronze Lion

2022 El Ojo de Iberoamérica

2022 El Ojo de Iberoamérica

Film


Gold

2022 El Ojo de Iberoamérica

2022 El Ojo de Iberoamérica

Content Video


Gold

2022 El Ojo de Iberoamérica

2022 El Ojo de Iberoamérica

Social Video


Gold

2022 El Ojo de Iberoamérica

2022 El Ojo de Iberoamérica

Direction of Actors


Gold

2022 El Ojo de Iberoamérica

2022 El Ojo de Iberoamérica

Color Correction


Gold

2022 El Ojo de Iberoamérica

2022 El Ojo de Iberoamérica

Directing


Silver

2022 El Ojo de Iberoamérica

2022 El Ojo de Iberoamérica

Effectiveness


Silver

2022 El Ojo de Iberoamérica

2022 El Ojo de Iberoamérica

Editing


Silver

2022 El Ojo de Iberoamérica

2022 El Ojo de Iberoamérica

Sound Design


Silver

2022 El Ojo de Iberoamérica

2022 El Ojo de Iberoamérica

Online Video


Silver

2022 El Ojo de Iberoamérica

2022 El Ojo de Iberoamérica

Sound Design


Silver

2022 El Ojo de Iberoamérica

2022 El Ojo de Iberoamérica

Use of Music


Silver

2022 El Ojo de Iberoamérica

2022 El Ojo de Iberoamérica

Cinematography


Bronze

2022 El Ojo de Iberoamérica

2022 El Ojo de Iberoamérica

Sports


Bronze

2022 El Ojo de Iberoamérica

2022 El Ojo de Iberoamérica

Film


Bronze

2022 El Ojo de Iberoamérica

2022 El Ojo de Iberoamérica

Content


Content

2023 Clios

2023 Clios

Branded Content - Social Video


Silver

2023 Clios

2023 Clios

Film - Online Film


Bronze

2023 One Show

2023 One Show

Screen Short Film / Sound Design


Gold

2023 One Show

2023 One Show

Film - Online Film


Silver

2023 One Show

2023 One Show

Branded Content - Online Film


Silver

2023 Círculo Creativo de México

2023 Círculo Creativo de México

Digital & Social


Grand Prix

2023 Círculo Creativo de México

2023 Círculo Creativo de México

Craft Audiovisual


Grand Prix

2023 Círculo Creativo de México

2023 Círculo Creativo de México

Craft Audiovisual / Photography


Gold

2023 Círculo Creativo de México

2023 Círculo Creativo de México

Craft Audiovisual / Editing


Gold

2023 Círculo Creativo de México

2023 Círculo Creativo de México

Craft Audiovisual / Music Adapted


Gold

2023 Círculo Creativo de México

2023 Círculo Creativo de México

Craft Audio / Best Sound Design


Gold

2023 Círculo Creativo de México

2023 Círculo Creativo de México

Craft Audio / Music Adapted


Gold

2023 Círculo Creativo de México

2023 Círculo Creativo de México

Digital & Social / Social Video


Gold

2023 Círculo Creativo de México

2023 Círculo Creativo de México

Film


Silver

2023 Círculo Creativo de México

2023 Círculo Creativo de México

Entertainment / Online Video


Silver

2023 Círculo Creativo de México

2023 Círculo Creativo de México

Glass


Silver

2023 Círculo Creativo de México

2023 Círculo Creativo de México

Craft Audiovisual / Direction


Silver

2023 Círculo Creativo de México

2023 Círculo Creativo de México

Craft Audiovisual / Best Script


Silver

2023 Círculo Creativo de México

2023 Círculo Creativo de México

Craft Audiovisual / Production Design


Silver

2023 Círculo Creativo de México

2023 Círculo Creativo de México

Craft Audiovisual / Diversity & Inclusion


Silver

2023 Círculo Creativo de México

2023 Círculo Creativo de México

Craft Audiovisual / Post Production


Bronze