We showed how something as small as a smile can have massive impact on an important moment in LGBTQ+ lives.
TL;DR We wanted to teach potential allies how to be a good listener during a coming-out moment. So we let real-life members of the LGBTQ+ community re-enact their coming-out moment and how their listener's smile made the difference.
To supercharge Crest's annual sponsorship of Toronto Pride, we decided to address the still-stressful and vulnerable experience of coming-out. We discovered how important the listener's body language is during those tense moments, and how something as simple as an ally's smile can turn a moment of anxiety into a moment of relief and confidence.
This turned into an idea that aimed to celebrate the hidden power of a smile — putting real LGBTQ+ ambassadors at the heart of stories where they re-enacted the moment where their ally's smile made the difference.
Awards: 3 Shortlists, 2 Wins (Gold at InfluenceTHIS and Silver at the CPRS)
Role: Strategist (Communications Planning)