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PHNX Awards

Creative Award
Paris, France
Oreo/Pflag National - "Proud Parent" by PHNX Awards 2021

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TitleProud Parent
Agency
Campaign Proud Parent
Advertiser Mondelez International
Brand Oreo/Pflag National
Date of First Broadcast/Publication 2020 / 10
Business Sector Biscuits, Bread, Crispbread
Tagline A loving world starts with a loving home
Story When The pride parades were canceled due to the pandemic, we didn't let it stop our mission. Together with PFLAG, we sourced and recreated famous signs that proud parents of the past have carried in earlier celebrations. We developed a targeted OOH buy along the abandoned parade routes, and displayed the creative there as well as in an Instagram filter.In October we launched the anchor piece of creative: Proud Parent, a film that tells a story of love, family ties, and authenticity. It highlights the critical role parents and community play in supporting our LGBTQ+ loved ones. The film launched on Twitter on October 9, the same weekend as National Coming Out Day. The film was created in collaboration with the LGBTQ+ community, including casting the lead actors who are a couple in real life, and in the hiring of our Director of Photography, transgender cinematographer Bianca Cline.
Media Type Television
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