Bronze
Music & Sound
Music Adaptation - Song
Entrant: | Havas Worldwide Hong Kong, Hong Kong |
Brand: | Gay Games |
Title: | "The Pride Lions" |
Corporate Name of Client: | Gay Games 11 Hong Kong 2023 |
Client Company: | Gay Games, Hong Kong |
Client President: | Lisa Lam/Alan Lang |
Global Chief Marketing Officer: | David Ko |
Client Creative Director: | Tommaso Panerai |
Agency: | Havas Worldwide Hong Kong, Hong Kong |
Agency Chief Executive Officer: | Ricky Lam |
Global Chief Creative Officer: | Joji Jacob |
Chief Creative Officer: | Donevan Chew |
Executive Creative Director: | Kenneth Tung |
Associate Creative Directors: | David Tam/Sammy Kwong |
Production Company: | Off-Lo-Hi, Hong Kong |
Production Managing Director: | Kay Li |
Producer: | Ricko Chow |
Director of Photography: | Lee Pak Sum |
Post-Production Company: | Touches, Hong Kong |
Editor: | John Chan |
Colorist: | Choi Gor |
Recording Studio: | GIG Studio |
Sound Engineer: | Tomas Chan |
Music Composer: | Jackie Yu |
Music Performed By: | CHANKA |
Song Title: | Love Is A Flag Flown High |
Description:
Hong Kong, with its rich cultural heritage and complex socio-political landscape, presented a unique set of challenges. The video aimed to address the opposition faced by the Games in a city where cultural taboos and conservative attitudes often prevail.
The strategic use of the Lion Dance, a revered tradition in Hong Kong, holds significant cultural relevance. By evolving it into "The Pride Lions" with a Pride rainbow flag, the video symbolically embraced diversity and inclusivity.
This approach demonstrated a deep understanding of Hong Kong's cultural traditions and the importance of adapting them to promote acceptance.
Created at a pivotal moment in time, the video responded to athletes' fears for their safety and the broader concerns of the LGBTQ+ community. It sought to change the perception of Hong Kong as an unwelcoming environment by showcasing the city's warmth and inclusivity.
Featuring a gay couple trained in the Lion Dance, the video challenged stereotypes and highlighted acceptance within the local community.
Furthermore, the video strategically chose to start from the Wall Villages, known as the most conservative part of Hong Kong. This decision added cultural significance, acknowledging existing challenges and directly confronting them.
By traveling throughout the city and garnering support from people of Hong Kong, the video emphasized the collective embrace of gender and diversity.
“The Pride Lions” video featured a 40-year classic song “Love is a flag flown high”, firstly aired in 1981. The rewritten lyrics, "Let the flag fly high from the castle of my heart, Let it fly in the sky, Let the whole world know that the rainbow is hanging over there," reflect a powerful message of inclusion and pride.
By replacing " That the King is in residence there. " with " that the rainbow is hanging over there," the focus shifts to celebrating diversity and the LGBTQ+ community's vibrant spirit.
The phrase "castle of my heart" symbolizes the innermost essence of one's being, emphasizing that pride and acceptance come from within. The mention of the rainbow signifies the universal symbol of LGBTQ+ pride, representing diversity, unity, and equality.
By letting the whole world know about the rainbow hanging over their hearts, it promotes a sense of belonging, and acceptance.