Our Work

The Brief

In 2023, our digital marketing agency took on a project to create a promotional awareness video for Pride Cyprus and the LGBTQIA+ community. This initiative was part of the prestigious Young Lions Competition, where our entry earned first place in the Film  category, allowing us to represent Cyprus at the global competition in Cannes.
Objectives:

• Raise Awareness: Highlight equality and the importance of respecting every individual, regardless of gender or sexuality.
• Promote Solidarity: Reinforce the message of unity with the tagline "In Solidarity We Thrive."
• Showcase Creativity and Marketing Expertise: Develop an engaging short-form film and a strategic social distribution plan.

The Concept

We focused on how individuality speaks volume and how as human beings, at the end of the day, we all strive for the same end-game: to achieve a life that is fulfilling, with kindness and respect, above all. When it comes to creating an accepting community, where taboos, stereotypes and prejudices are not only discouraged, but also dismissed, it’s up to every single one of us to take charge and move towards a respectable and forward-thinking tomorrow, by overlooking what’s on the outside and focusing on what’s inside. That’s where we landed on the tagline ‘I stand with you’, which birthed the rest of the text that would appear in the film, ‘I see you’ and ‘I hear you’. The idea for the film relied on a split-screen mechanism and high-quality stock footage that would come together to reinforce the messaging of the campaign, as the storytelling unfolded in three segments, which would build on the themes of empathy and support.
 

The Execution

To maximise the film’s reach and impact, we developed a comprehensive social distribution plan, which would distribute the film both online and offline in order to reach various target groups and spread the message across a wide range of individuals. As where it would be utilised as an ad to reach various target groups, while shorter versions would work best for billboards to provide an interactive experience for passersby. Social media activations through platforms like Facebook, Instagram, Twitter, and YouTube were deemed crucial for engaging youngsters and raising awareness. To further extend our reach, we considered promotional newsletters via email marketing, and still frames from the final film to be used as impactful stand-alone visuals in print media. Additionally, Vimeo was another platform that would ensure the film reached a larger audience and displayed the film on the Pride Parade screen as an homage to respect and individuality.