Loading ...

Responses by Diego Puentes, senior copywriter and Daniel Andrés González, executive creative director, McCANN Worldgroup Colombia

Background: We live in a world that promotes change, new thoughts and other ways of love, but at the same time try to hide, censor and even punish those who practice this love. The main purpose of this campaign was to ensure that this open attitude wasn’t just a speech, but that it actually showed believers, atheists, naturalists, rich people, poor people, historians, travelers and everyone else that the world is for everyone.

Reasoning: LATAM Airlines makes the world a place that everyone can enjoy. That’s why we take the destinations people visit and utilize their natural colors to recreate the most representative symbol of the LGBTI+ community, demonstrating that the world tells us that it has a place for each person.

Challenges: Being inclusive without altering reality. We wanted to make sure that the campaign didn’t remain in a speech, and that it could really demonstrate with facts that, in the diversity of the nature, the multicultural nature of all the countries and the love of the human beings, everyone has a place.

Favorite details: The simplicity and power of the idea, because it’s not always easy to demonstrate a truth without altering reality, especially in a graphic campaign. That’s why we loved being able to make these print ads without using any kind of digital retouching or making color changes to the photos.

Alternative approach: We would have taken photos in each of the different places and not just depending on what the Internet has to offer.

mccann.com.co

Browse Projects

Click on an image to view more from each project
X

With a free Commarts account, you can enjoy 50% more free content
Create an Account
Get a subscription and have unlimited access
Subscribe
Already a subscriber or have a Commarts account?
Sign In
X

Get a subscription and have unlimited access
Subscribe
Already a subscriber?
Sign In