Mix Brazil Festival of Cultural Diversity is the largest LGBT festival in Latin America. With good humor, the commercial "Everyone is gay” shows an unusual point of view about the prejudice in Brazilian society, demonstrating that today any behavior, no matter how trivial it is, can be interpreted as homosexual trend

"Despite the prejudice it is quite strong in Brazilian society, both the freedom of press and political rights of LGBT public has no major restrictions."

For the first time in the history of the Mix Brazil Festival, it was not only the people of the LGBT community who attended the event. Heterosexuals of all ages filled the halls of the event, beating attendance record. In addition, the campaign also generated record movies of entries in the festival.

Although the liberal image designed, Brazil is a very conservative country.

The Catholic and Protestant religions dictate behaviors to the society, including sexual orientation. They condemn the homosexuality, classifying it as a disease. In this context, "Everyone is gay" campaign questioned the current values showing with humor - another feature of Brazilian society - the severity and the absurdity of our prejudice, even on the most banal and simple attitudes.

Mix Brazil Festival of Cultural Diversity is the largest LGBT festival in Latin America. At the same time, the brazilian society is too much prejudiced.

The client needed to broaden its audience beyond the usual audience GLSBT strategy. The key to do this was to find a provocative and true insight to demonstrate that today any behavior, no matter how trivial it is, can be interpreted as homosexual trend.