Javier is a famous boxer in his neighborhood, always going side by side with his older brother. His father, a famous ex-boxer, puts his hopes in his son. Javier arrives at a nightclub accompanied by his best friend "Ana" and out of nowhere a guy approaches him. At first Javier rejects him, but finally relents. A fan observes him and while Javier passionately kisses the guy, he takes a picture of him. The photo goes viral, everyone including his dad and brother find out that he is gay. His world falls apart. Everybody rejects him. The day of the fight Javier feels defeated. But his dad and brother, at the last moment, go to support him. Javier wins the fight. The broken screen of his cell phone shows the prism that forms when the glass is broken, revealing the flag of the LGBTQIA+ community.

Situation:

According to Amnesty International, Mexico is the second most violent country for the LGBTQIA+ community in Latin America.

Brief:

Launch a campaign with a powerful message to fight against homophobia suffered by thousands of people in Mexico, which highlights the problem that exists in social media, through a Film that captures the attention of the audience.

Objetive:

Connect with our audience and invite them to reject homophobia and draw the attention of society, as well as sports entities and specialized media (both news and sports) so that the topic is disseminated.

Impact

On average, the reproduction of our video was 4.5 times per user. The song was requested and played on radio stations, given the success it had on social media. The world boxing council had a direct response with our campaign celebrating and acknowledging its impact through social media and announcing the implementation of a new category for transgender boxers.

Reach

15 million people reached and 10k hours of social media consumed in two weeks.

Engagement

A 5 minute long piece on digital platforms managed to connect with our audience thanks to its entertaining and impressive narrative when usually much shorter pieces are more effective.

Brand perception:

Brand mentions increased by 40%.

Change in Behaviour

57% increase of positive sentiment.

Achievement against objectives.

In a category where sentiment is always negative, we managed to reverse it in just two weeks.

In Mexico, talking about homosexuals, lesbians or the LGBTQIA+ community in sports like boxing is a taboo that can generate a lot of hatred, rejection and even violence. Boxers are a symbol of masculinity and it is unthinkable that an athlete in such an important sport that has given Mexico so many world titles could be homosexual. A very specific reality of Mexico.