MUSE Gold

2022

We, The Lovers

Entrant Company

Circonflex

Category

Audio - Music

Client's Name

Santé Publique France

Country / Region

Canada

Music Supervision + Licensing

This campaign for Santé Publique France launched in the Hexagon during the International Day Against Homophobia, Transphobia and Biphobia.

It was supervised by BABEL creative director Jean-Laurent Py and came to life two years later, after a tremendous amount of work, energy, passion, and a lot of learning.



The film, which has quite a positive tone while denouncing violence and discrimination, is also the famous song: « We, The Lovers », winner of the 1961 Eurovision award, performed by Jean-Claude Pascal.

It was only much later that the hidden double meaning of the lyrics was discovered, revealing a hymn to the repressed love of homosexual lovers. This would have been based at least in part on Pascal’s own experience as a gay man experiencing homophobia.

The use of a hymn usually pays tribute to what it is about. With the use of this song, we wanted not only to celebrate all forms of love, without any exceptions, but also to make it seem more powerful than anything.



The narrative structure, as well as the powerful emotions created in the song make it an essential part of the campaign, drawing the viewer in and greatly strengthening its message.



The film is part of the National Action Plan for equal rights, against hatred and anti-LGBT+ discrimination aims to reduce acts of discrimination and violence against LGBT people and to promote better acceptance of sexual minorities within society: "In the face of intolerance, it is up to us to make a difference".

Credits

Audio Producer / Circonflex
Paul-Etienne Cote
Audio Director / Circonflex
Philippe Mineur
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