PFLAG Canada is marking the 10th anniversary of marriage equality in Canada with “Nobody’s Memories,” a campaign designed to honour all those who came before, and a reminder to appreciate the freedom some of us have today.
Developed pro bono by FCB Toronto (with help on production from the agency’s Chicago office), the campaign drives viewers to LoveMadeLegal.com where they can sign a petition to legalize same-sex marriage globally, make a donation to PFLAG Canada, and share their own love stories.
Eighteen of the world’s 196 countries have legalized gay marriage, and it’s permitted in 36 U.S. states. But, with the U.S. Supreme Court currently hearing arguments on whether states can ban gay marriage, the campaign serves as a timely reminder that the fight is far from over.
“We wanted to make it a tribute to those who came before those ten years and not forget that it took a long time to get where Canada is today,” said Jon Flannery, chief creative officer at FCB Toronto. “It’s an incredible achievement here, but there’s still a lot of work to be done around the world, south of the border and the rest of North America.”
A TV spot, also titled “Nobody’s Memories,” is currently running in both 60 and 30-second variations. Shot to look like home movies, the ad features fictional wedding day footage of same-sex couples, made to look as if it spans five decades.
In an effort to make the video feel as realistic as possible, FCB sourced and used vintage cameras and film stock, and spent time styling and wardrobing the couples to reproduce the fashion and look of each era. Most of the actors featured in the ad are real-life partners.
“We wanted to create as authentically and faithfully and flawlessly as possible these memories that never happened,” Flannery said. “If there was any question that these were inauthentic, it would have diminished the intimate power of watching what appears to be home movies that you know, logically, could have never been made.”
FCB Toronto has “a long-standing relationship” with PFLAG Canada, a charitable organization working towards a more accepting society by providing support, education and resources on issues of sexual orientation and gender identity.
“Nobody’s Memories” is slated to run for a month. Additional elements include print and social.
