CASE STUDYCALLEN-LORDE + MTA + NYC LGBT HISTORIC SITES PROJECT
Transgender people are under attack from the right-wing, anti-woke movement, facing anti-trans legislation, higher rates of suicide, physical violence, and media misrepresentation. Visibility is the most effective tool for change. Studies show that knowing a transgender person nearly doubles the rate of acceptance. Positive representation in public spaces validates transgender identities and fosters a sense of belonging.
Turns out, we knew someone all along.
Bernie Wagenblast, the iconic voice of the New York City subway system, recently came out as a transgender woman. To celebrate Transgender Day of Visibility, we replaced her famous announcements with new ones, recorded in her female voice. For the first time ever, New Yorkers riding the subway were guided by a trans voice –and learned that transgender people are a part of their everyday lives.
In Transit
SHORT FILM
Aired on “Bom Dia Brasil”, Brazil’s most influential morning newscast, recognized for its credibility and reach, trusted by millions every day.All the campaign elements and visual identity were meticulously crafted to merge the Trans community flag with the classic NYC Subway visual identity system.
All the paths come from different places and come together to match the Trans flag colors. The "first-person view" is introduced to place the public in the same shoes, experiencing the hard and sometimes chaotic path of transition. An empathetic worldview.
The apparent chaos, turned into a single movement, represents people in transit finding their way, all moving in the same
AWARDS & RECOGNITION
CANNES LIONS
2x Gold + 4x Shortlist
CLIO AWARDS
Grand Clio + 3x Gold + 2x Silver + 2x Bronze + 1x Shortlist
D&AD AWARDS
1x Yellow Pencil + 4x Graphite Pencil + 3x Wood Pencil + 2x Shortlist
CLIO HEALTH AWARDS
10x Gold + 2x Silver
LONDON INTERNACIONAL AWARDS (LIA)
Grand Lia + 1x Gold + 3x Bronze
ONE SHOW AWARDS
1x Silver + 1x Bronze + 9x Merit
ADC AWARDS
2x Silver + 1x Bronze + 1x Merit
ANDY AWARDS
2x Gold (Bravery + Idea)
THE DRUM
1x Gold
GARDEN STATE FILM FESTIVAL
Best Documentary Short
MM+M AWARDS
2x Silver
MANNY AWARDS
3x Finalist
HEALTHCARE MARKETING IMPACT AWARDS
1x Bronze
DIGIDAY AWARDS
Best PR Campaign
CREDITS
AREA 23, AN IPG HEALTH COMPANY – New York
Chief Creative Officer: Tim Hawkey
Group Creative Director: David Traini
Creative Directors: Thiago Fernandes / Widerson Souza / Victor Afonso
Associate Creative Directors: Renan Bulgari / Walter Soares / Anastasia Leitner
Senior Art Directors: Jordan Bowens / Samuel Callegari
Producers: Chinkara Singh / Ian Smith
Project Supervisor: Michael King
WEBER SHANDWICK – New York
PR Consultant: John McCourt
FAMOUS WHO? – São Paulo
Director, Script Writer, Associate Creative: Jean Paulo Lasmar
Executive Producer: Fred Farah
Director of Photography: Brian Rubén Mendoza
Post-Producer: Ivan Lemos
Producer: Fernanda Carpinelli
RITMIKA AUDIO ARTS – São Paulo
Music Director, Associate Creative: Henrique Tanji
LADO ANIMATION – São Paulo
Animation Director: Boca Ceravolo
Producers: Stefanie Dias / Carol Fernandes / Digo Sousa
Motion Graphics: Lucas Pineda
WIDELABS – Porto Alegre
Chief Innovative Officer: Marcelo Capper
Chief Technology Officer: Rodrigo Malossi
Chief Executive Officer: Nelson Leoni
Chief Operational Officer: Beatriz Ferrareto
Back-End Programmer: Lincoln Araujo Dias
Front-End Development: Luiza Pinheiro