The power of standing together was presented by the Fondation Émergence in “The Pride Shield.” The work – created by Rethink and which won Gold in Social Strategy and Gold in Cause – allowed the organization to explore a creative platform that could trigger discussions about the plight of the LGBTQ+ community in some less progressive nations.

For the campaign, Rethink created a ballistic experiment in which 193 pride flags (the number of member countries in the UN) were aligned and shot with a .45 calibre bullet. A single flag stood no chance against the bullet, but with each flag, the bullet lost power, eventually stopping in its tracks.

A video was created and housed on PrideShield.com, where people could take action, donate to the cause and bring the “Pride Shield” to their city. What began as an experiment, became a content piece, and now lives on as an art installation: today, museums exhibit the flag to remind people to stand together to make a difference.