Hasta La Creative!

With the US Supreme Court beginning on the verge of hearing oral arguments on whether states can ban gay marriage, FCB Toronto collaborated with FCB Chicago to create “Nobody’s Memories” for PFLAG Canada, “Canada’s only national organization that helps all Canadians with issues of sexual orientation, gender identity and gender expression.”

“These are nobody’s memories,” the voiceover begins, over footage designed to look like old home movies of weddings with same-sex partners. “They aren’t found in photo albums, or at the bottom of anyone’s heart,” it continues, before eventually concluding with the message, “For all the memories that never happened. Let’s make marriage legal for everyone, everywhere.” It’s an emotional approach, showing happy weddings that could have been if not for the prejudices of the time. The approach also holds the implication that bigoted objections to same-sex marriages should be a thing of the past, like the grainy footage in the ad. At the end of the ad, viewers are invited to visit http://lovemadelegal.com/, where they can learn more about the campaign and sign a petition to legalize same-sex marriage.

Credits:

Title: Nobody’s Memories
Agency: FCB Toronto/FCB Chicago
Client: PFLAG Canada

Agency Credits
Creative Director: Jon Flannery Chief Creative Officer & Jeff Hilts Creative Director
Writer: Krystle Mullin
Account Team: Cynthia Roach, Rebecca Gorveatt
Print Producer: Victor Carvalho
Media – Initiative Shannon Pluem, Ryan Ghaeli

Production Credits
Production Company: Lord + Thomas, Duckpond Creative
Executive Producer: Katie Roach, Josh Greenberg
Line Producer: Carra Greenberg
Director: Ben Flaherty
Editing House: LORD&THOMAS
Editor:  Ilsa Misamore
Music House/Sound:  RMW
Sound Engineer:  Jason Ryan
Executive Producer, Audio: Jared Stachowitz

While the gay rights movement has clearly made major strides in the United States over the past several years, the transsexual community hasn’t received as much attention from the press.

For that reason, the new campaign marking a collaboration between FCB Toronto and advocacy group PFLAG (Parents, Families and Friends of Lesbians and Gays) Canada is significant. As FCB Toronto CCO Robin Heisey writes in the release:

“Transgender issues are often overlooked in today’s society and sometimes not fully recognized within the LGBT community.”

The campaign is both thorough and challenging. Here’s the first TV spot:

A second spot and other elements after the jump.

continued…

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