To celebrate LGBTQIA+ Pride Month, to W3haus, the Haus Ecosystem agency of the Stefanini Group, created for the HBO Brazil and HBO Latam a campaign for the brands’ social networks. Based on the manifesto “Our story is one of diversity, let’s celebrate with pride” produced by Warner Bros Discovery Latin America for HBO Brazil, with narration by influencers Ikaro Kadoshi (@ikarokadoshi), Didi Effe (@didif), Letticia Munniz (@letticia. munniz), Dina Michi (@dinamichi) and Gabisteca (@gabiisteca), the content highlights the representation of the community over the last 20 years through the characters of the channel’s series, documentaries and films.
Seeking to engage and inspire a demonstration of pride in the cause, the project also has interactive resources, such as an Instagram filter (which allows the public to take pictures with iconic phrases of these characters), stickers for WhatsApp and Wallpapers.
The campaign will also have an action based on an excerpt from the manifesto, which says that “the world is not just black and white, it is full of colors”. On June 28th, International LGBTQIA+ Pride Day, the brand will turn its Instagram feed in black and white, coloring only posts related to the campaign.]
“Those who are part of the community know the importance of representation, not only in the month of LGBTQIA+ Pride. Therefore, our goal was to show how HBO has been part of the community for decades with characters and stories that represent, inspire and impact the lives of these people, generating a conversation with the public and encouraging this demonstration of pride in the cause”, says Carol Teixeira. , head of Creation and Content at W3haus.
For the date, HBO has a special schedule on the Signature channel, with a marathon of titles with stories and characters from the LGBTQIA+ community until June 30th. All this content and other HBO series can also be watched on HBO Max. The promotion of the program is on the brand’s social networks.
“We are aware of the responsibility we have as interlocutors of stories. We want the public to learn, from our screens, the value of respect and tolerance with each person. We have the opportunity to learn and share with people from the LGBT+ community, from screenwriters who live the stories and enchant us with their characters, to executives who collaborate with the company. And that’s why our content isn’t the only one that speaks to and reflects our way of seeing the world – it’s at our core as a company,” said Niarchos Pabalis, Director of Diversity, Equity and Inclusion, Warner Bros. Discovery, Latam.
“Diversity and inclusion have always been a pillar, not only for our stories, but also for our daily lives. Our audience deserves content where they feel represented, and that’s what we’ve done with this campaign. We wanted to express the support and responsibility we have as a brand towards the entire LGBTQ+ community, not only within our stories, but also off screen, representing each of our followers”, commented Fabiola Pineda, Laura Uribe and Annat Bravo, from the Social Media team at HBO Latin America and Brazil.
“We know that the stories we choose to tell matter, as there is nothing more relevant than being represented; than seeing a story that allows you to dream that this is possible for you too; than seeing a story that puts into words what you feel. That’s why this year, in our digital and on-air campaigns, we’re highlighting the place our GE brands and content have given the LGBTQIA+ community as a space for visibility and representation. As a member of the community, I am proud of the trajectory of inclusion of our brands, original series and shows, and also of how, at a promotional level and over the years, we have built such a significant space for the community in Latin America and Brazil”, says Jesús León, Director of Creative Services for GE Networks from Warner Bros., Discovery, Latam.
DATASHEET
Agency: W3haus/Stefanini Group
Campaign: Pride HBO 2022
VP of Creation and Content: Larissa Magrisso
Creative and Content Director: Duda Bom Queiroz
Head of Creation and Content: Carol Teixeira
Creation and Content: Alice Tessler, Bianca Castanho, Cláudia Costa
VP Customer Service: Débora Barbezani
Attendance: Natalia Artacho, Pedro Gouvêa
Planning Director: Fernanda Kraemer
Media Director: Roberta Barreto
Non-client approval: Annat Bravo (Social Media Marketing Manager HBO Latin America and Brazil), Fabiola Pineda (Social Media Senior Coordinator HBO Latin America and Brazil), Laura Uribe (Social Media Coordinator HBO Latin America and Brazil), Jesús León (Director Creative Services GE) , Laura Alanis (Manager Creative Services GE), Ranier Bisarini (Writer/Producer Creative Services GE) and Niarchos Pabalis (Director – Diversity, Equity and Inclusion, Latam).
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