CCGSD - Gay Sports

The Canadian Centre for Gender and Sexual Diversity (CCGSD) tirelessly champions sexual diversity and offers a haven for individuals grappling with their sexual identity. In the lead-up to the 2016 Rio Olympics, we collaborated with the CCGSD to target a realm yet to fully embrace inclusivity: sports, often referred to as 'The last closet in the Americas.'

Central to our campaign was a provocative question: 'What does who you love have to do with how you compete?' Building on this, we developed a multifaceted campaign featuring broadcasts, posters, print media, and online interviews with gay athletes. Ingeniously, we scheduled our spots during Olympic broadcast commercial breaks, initially mimicking official recaps. This approach jolted viewers with an unexpected twist—a voice-over that challenged preconceived notions.

This campaign wasn't just a message; it was a movement, kickstarting the CCGSD’s sports inclusion program and fueling the dream of a world where gay athletes are recognized simply as athletes.

The impact was undeniable. Our campaign garnered two bronze Film Lions at the 2017 Cannes Lions Festival, made numerous international shortlists, and scooped up over 30 local awards, marking a significant milestone in the journey towards inclusivity in sports.