Mexico is the second country in Latin America with more hate crimes to the community LGBTTQ+, that’s why we represent the fight through the forerunners, where the movement LGBTTQ+ started. We realized that 40 years after the things haven’t changed, problems still exist and they are pretty much the same. That’s why we looked for the first ones who started the movement to inspire the people that are fighting now a day for their freedom and pride of being what they want.

Absolut is a brand that since the beginning of their times have always supported genuinely the LGBTTQ+ fight, with the brand purpose “Create a better tomorrow”, they have proved that they don’t want to get on the pride day as a trend of temporality, Absolut is an active part of the movement, giving voice and telling stories to the ones that want to live in a better world.

The idea was not to put Absolut as the protagonist of the story but only as an "enabler" of the first historical archive of the LGBTTQ+ community in Mexico.

The challenge was: how do we empower new generations to show their pride? Giving visibility to a problem that has been in Mexico for years through testimonials from the first people in the LGBTTQ + community who fought for a change and freedom.

The documentary started from the experience of the first activists recounting their situation years ago and establishing the changes that have happened. We interspersed these testimonies with current activists who recognized the value of those social fighters of the past.

The documentary was to show the courage of the community to empower all who saw it. It was a tool of encouragement, to generate a connection with the roots that have laid the foundations of this struggle.

After much formal research on the history of the movement, listening on social networks and analysis of the current problems, we realized that there is no historical archive of this movement in México. That is to say, the first activists who began with the struggle for the human rights of the community hadn’t the diffusion or the recognition of the society and the community itself.

For us the insight was to show that, without the struggle and pride of past generations, we would not live in the freest and most open society we have today.

So we decided to reconcile the past with the present of the movement, to find better ways to face the future.

The best way to do this was through a more educational and transcendent format, not advertising or commercial, that would help us to connect authentically with the movement: A documentary.

The launch of the campaign was carried out in collaboration with one of the most important media for the community: Escándala, on its social media channels. It was made as a teaser through a clip with one of the most important icons of the movement: Samantha Flores. This generated enough boost for people to become interested in the documentary. In addition, we invested in digital content partners that allowed us to publicize our piece.

The documentary was launched on the Absolut YouTube channel, and one of the most relevant means of amplification was the personal networks of the activists who participated in the documentary. In addition, the documentary was edited in different versions to be disseminated on social networks, community sites and specialized media.

The International Gay Pride Day was used to launch it and we let the same community spread it to all the places they wanted.

Never before had Absolut México created a communication piece in which the audience was the protagonist and not the brand, and the results were completely a surprise to everyone.

90% of the people involved in the project were from the LGBTTQ+ community.

The organic diffusion of the creative piece reached 30 million impacts, exceeding 7 times what we had planned and completely going beyond the limits of the community, educating other audiences interested in the subject.

Thanks to the idea, we created a network between Absolut and NGOs focused on community problems to periodically generate real and useful initiatives.

In terms of brand, for the first time in 4 years, we moved the indicator of perception of closeness to the LGBTQ + community, we projected a growth of 3 pts and after 4 months of letting the piece go viral, we reached a 10-point increase in the perception of trust