Catatonia Films and Grey México Más que Palabras campaign, Digi Mart USA News (Mexico): At the Effie Awards México 2026, Catatonia Films and Grey México were recognized for “Más que Palabras,” a campaign that won two awards: silver in the Positive Impact: Diversity, Equality and Inclusion category and bronze in the Small Budgets category.
Ana Díaz, Production Director at Catatonia, and Gerardo Vila, Creative Director at Grey México, shared the core ideas behind the concept with Insider. The starting point was a common expression: “me quiero morir” (“I want to die”).
The campaign aimed to reflect on how this phrase is routinely used to express tiredness or frustration, while carrying a much deeper meaning for members of the LGBT community who face discrimination and stigmatization.
“I think the key was everyday life and empathy,” they explained, highlighting the importance of addressing the issue through language that is familiar and recognizable to audiences.
The simplicity of the concept and a clear visual execution were other central elements in conveying the message and connecting with the public.
Through this proposal, the team set out to show how an apparently ordinary expression can become an opportunity to raise visibility for a social issue and encourage reflection on the impact of words.
