The Canadian Centre for Gender and Sexual Diversity/ CCGSD: Swimming

Credits & Description:

Brand: The Canadian Centre for Gender and Sexual Diversity
Media: TV
Title: Gay Sports Swimming'
Category: Public Interest, NGO
Agency: Saatchi & Saatchi
Geo: Canada
Advertising Agency: Saatchi & Saatchi, Toronto, Canada
Executive Creative Director: Brian Sheppard
Creative Director / Copywriter: Matt Antonello
Associate Creative Director: Christian Buer
Copywriters: Matt Antonello, Cory Hansen
Art Director: Oskars Trinitis
Editor: Dylan O’Donnell
Audio: RMW
Post Production: Fort York
Producers: Marisa De Bartolo, Rob Butterwick
Published: August 2016
Synopsis:
This spot shots footage of a sporting event, but the announcer refers to one of the athletes as gay throughout the entire spot, bringing to life the notion of how absurd it is that in media and culture, we still identify some athletes as gay athletes.
Entry Summary:
Recently, there has been much news reporting on professional athletes coming out of the closet as gay. But why should this be news? Shouldn't 'gay athletes' just be considered 'athletes'? The Canadian Centre for Gender and Sexual Diversity (CCGSD) have created a sports inclusion program designed to educate athletes, coaches, and the public about acceptance of LGBTQ people in sport. This campaign included newspaper, posters and these television ads that the CCGSD used to create awareness of the campaign, and to contact the CCGSD to learn more.