Mexico is a country where sexual diversity rights have increased over the years, but ironically, so have homophobic hate crime rates. It’s a place where brands join Pride Day merely as a celebration without any reflection on reality. That’s why we didn’t celebrate the last LGBT Pride Month, but rather we decided to show the long road we still have to achieve equality. We created a concept for a car from scratch, inspired by the brands most iconic lines, with every feature depicting hard facts about violence that the LGBT+ community still faces today. We used snackable and interactive content on all digital platforms and AR, to create awareness by doing with we know best: cars.