Cannes Lions

Transmemories

OGILVY, Mexico City / ELLE / 2018

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Case Film

Overview

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Credits

Overview

Description

Transgender people can change their present, but not their past.

We thought up a solution so that memories, an essential part of the human being, could be released and have the same gender with which they are identified at present.

Execution

With Transmemories we identified transgender people and we interviewed them to know how their childhood had been, in all cases they always talked about the confusion of not knowing who they really were, or why they liked things that are not normal for everyone.

After noticing that this feeling began at a young age and that they did not identify with their childhood photos, with the help of ELLE's digital retouchers team, we decided to modify the photographs to reengineer an image according to the person they are now.

Outcome

With this idea we sensitize people about the fact that sexual orientation is a preference with which people by nature have a body that does not correspond to their way of thinking or natural disposition..

After seeing the reactions obtained with this experiment, we feel that the idea can reach more places and we would like to replicate it.

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