Beer Brand Needs No Words to Deliver a Stirring Pride Message

Poetic Music-Video Like Film Supports LGBT Pride Day in Brazil

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Bud Light isn't the only beer brand to stand up for LGBT rights. Last year in Brazil, Skol stepped up to become the first brand to support the community's largest celebration in the country during its 20th Pride Parade. Today, it's back to celebrate again on LGBT Pride Day with this stirring, poetic film. The visually-driven film opens on a striking, androgynous man, who stands alone in the middle of a dark street as sirens blare. He walks forward, looking around at those he passes with, at first, some trepidation, and then a bit more confidently as others, who appear to come from all walks of life, join him. Together, they lock hands and move forward together in a frontline of strength, hands in the air. "Respect is on," the tag reads, followed simply by the Skol logo.

"Although it is not an easy path, every day you have more and more people setting aside their biases and hoping for a more egalitarian world, which respects everyone for their individuality," said Theo Rocha, creative director at F/Nazca Saatchi & Saatchi, in a statement. "This is the idea we intend to convey."

"On this very important day, we at Skol want to show that we can walk together, support choices and promote a life without prejudice," added Fabio Baracho, marketing director at Skol. "Joining in respect can transform humanity, regardless of its truths."

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About

Credits
Date
Jun 29, 2016
Agency:
F/Nazca Saatchi & Saatchi
Chief Creative Officer:
Fabio Fernandes
Client:
Ambev - Skol
Creative Director:
Theo Rocha
Creative:
Theo Rocha
Creative:
Gustavo Mayrink
Creative:
João Freire
Creative:
Lara Roncatti
Creative:
Bruno Castellotti
Account Supervisor:
Ricardo Forli
Account Supervisor:
Thiago Iusim
Account Supervisor:
Marcela Paiva
Account Supervisor:
Barbara Gomes
Account Supervisor:
Giovanna Peixoto
Media:
Mauricio Almeida
Media:
Andre Cais
Media:
Thiago Bordignon
Media:
Eric Zanelli
Media:
Gabriela Vecchia
Planner:
Erika Kitabayashi
Planner:
Quentin Mahe
Planner:
Murilo Toda
Planner:
Guilherme Novazzi
Social Strategy:
Jaqueline Amaral
Social Strategy:
Rafael Venturelli
Social Strategy:
Fernanda Fontes
Social Strategy:
Marcela Soares
Digital Operations Director:
Aline Verissimo
Project Manager:
Luiz Gama
Project Manager:
Bia Pennino
Agency Producer:
Renato Chabuh
Agency Producer:
Elucieli Nascimento
Agency Producer:
Fernanda Sousa
Agency Producer:
Rafael Paes
Agency Producer:
Victor Alloza
Production Company:
Conspiração Filmes
Director:
Gabriel Dietrich
Executive Producer:
Fabio Brandão
Production Designer:
Lorena Garcia
Cinematographer:
Andre Faccioli
Post Production:
Amanda Queiroz Telles
Editing:
Thiago Feliciano
Sound House:
LOUD
Client Approval:
Paula Lindenberg
Client Approval:
Fabio Baracho
Client Approval:
Lia Bertoni
Client Approval:
Felipe Santini
Client Approval:
Diana Albuquerque
Client Approval:
Gabriela Gallo

See more credits

Category
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