According to a survey by the Brazilian consulting firm "Mais Diversidade" in 2023, 84% of respondents feel the lack of a more inclusive work environment, while 64% believe that there should be more LGBT+ individuals within companies. The challenge of the briefing was to create a campaign that encouraged companies to promote a more inclusive environment within their workplaces. A necessary alert to promote diversity in the corporate world.
The solution found by the agency was to create a powerful advertising film using a powerful metaphor by alluding to a "dismissal", where the protagonist says goodbye to her "old" self and begins a new journey as herself. That's how the film "Dismissed" was born, created for the Grupo Gay da Bahia. The creative execution showed a genuine commitment to representing the LGBT+ community. We hired Daniele Macedo, a transgender actress, to star in the film. To record the soundtrack, we invited Ayô Tupinambá, an artist who identifies as a transvestite. The theme song of the film, called "Whole", was written by Ayô herself and Nanda Dias, a cis, black, and bisexual woman. Finally, we included testimonials from trans women to share their feelings in different social contexts.
The film "Dismissed" had a great spontaneous engagement on Social Networks. It was one of the most shared Brazilian advertising films with LGBT+ themes in 2023 on social media. There were 19,320 shares with an organic reach of 5,418,900 people. A campaign that leaves a valuable legacy for the LGBT+ cause by challenging prejudices and promoting inclusion in the workplace.
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