According to a 2017 report by GLAAD, it was found that of the 109 movies major studios produced, only 19 featured an LGBTQ character—the lowest representation since GLAAD started tracking in 2012. This October marks NewFest, New York’s LGBT Film Festival’s 30th anniversary, which celebrates the best of LGBTQ films.
In partnership with NewFest, Ogilvy has launched a creative campaign that cast people from the community to share the unexpected stories that have been told at NewFest over the last 30 years. The campaign titled, “Lose Yourself. Find Yourself” demonstrates no matter how someone identifies, they can see a part of themselves represented in LGBTQ films.
The creative campaign showcases a series of portraits treated with a fluid iridescent film. Iridescent by definition means “having or showing shifting changes in color, as when seen from different angles.” Like the notion of identity, the campaign demonstrates the idea that sexuality, ethnicity, and every other signifier used for identification is in a state of flux and can be seen differently from a variety of perspectives.
From social media to out-of-home placements in Times Square, taxi cabs, bus shelters, and phone kiosks, this edgy campaign not only hopes to draw a younger, diverse, and more inclusive audience, but also let every queer-identifying individual know that there is a movie out there for them.
For more information on the film festival, which will be taking place October 24-30, 2018, visit https://newfest.org/festival/.
