senckađ
Group745
Group745
Group745
Group745
Group745
Group745
EDITION
Global
USA
UK
AUNZ
CANADA
IRELAND
FRANCE
GERMANY
ASIA
EUROPE
LATAM
MEA
Creative in association withGear Seven
Group745

Brazil’s LGBTQIA+ Community Says ‘I Am What I Am’ in Empowering Spot from Amstel

27/05/2021
Production Company
London, UK
402
Share
Great Guns directors Brendo+Gonfiantini team up with Wunderman Thompson, Hnk Lab WPP, and LANDIA to tell authentic stories from the community
Last month, Brazilian congresswoman Marta Costa put forward a controversial bill at Alesp (Legislative Assembly of the State of São Paulo) that looked to prohibit the inclusion of LGBTQIA+ people in advertising campaigns. In the face of this challenge - and the many others the community continually confront - Amstel has launched a new campaign with Wunderman Thompson and Hnk Lab WPP that reminds LGBTQIA+ people of their importance, value, and strength. 

Directed by Great Guns’ Brendo+Gonfiantini and produced by LANDIA, the spot takes inspiration from Gloria Gaynor’s timeless hit ‘I Am What I Am’ and was created in collaboration with the directors and artists featured in the film - including drag superstar Pabllo Vittar. Backed by Gaynor’s track, the powerful campaign gives total openness to the stars to proudly reaffirm who they are, celebrating their journeys and presenting authentic stories from inside the community. 


Director Brendo Garcia comments: “In addition to working together as a directing duo, Adriano and myself are married. Making a film that talks about our existence, our community, and our identity is powerful. Every day society asks ‘is she transgender? Is he gay?’ but we forget that before our sexuality or gender, we are teachers, scientists, athletes, musicians, and much more.”

Director and DOP Adriano Gonfiantini adds: “Being able to share this message via the beer market in Brazil - in which straight men often direct the spots and, until a few years ago, the sexualisation of women’s bodies was constant - is undoubtedly significant. This achievement was only possible with a client like Amstel, who truly embraces diversity and supports the LGBTQIA+ community.”

Vanessa Brandão, director of marketing at Amstel, comments: “We decided to make a campaign that started with a big blank canvas, letting the artists involved tell us how they wanted to be portrayed and what qualities to highlight. They had complete freedom to create their moment and help define Amstel’s point of view.”

The spot first aired during Big Brother Brazil’s finale - the most-viewed show in the country. Alongside this release, Amstel is committed to allocating 10% of its media budget to initiatives that support and give visibility to the LGBTQIA+ community. The film is the first part of a campaign focused on diversity and inclusion throughout 2021, which will include a series of activations and projects focused on supporting the community. In 2019, the brand expanded its operations in diversity by becoming the official beer of the LGBT Pride Parade of São Paulo.

Brand
Agency / Creative
Production
Post Production / VFX
Editorial
SIGN UP FOR OUR NEWSLETTER
More News from Great Guns
Hires, Wins & Business
Great Guns Signs Director Finn McGough
27/09/2024
64
0
98
0
ALL THEIR NEWS
Work from Great Guns
Scratchy Bottom
Pampers
11/09/2024
21
0
TONKZ
Nerve, Songer, and D Double E
30/08/2024
21
0
Stunted Man
Sunbet
25/06/2024
10
0
ALL THEIR WORK
SUBSCRIBE TO LBB’S newsletter
FOLLOW US
LBB’s Global Sponsor
Group745
Language:
English
v10.0.0