Keepers presents “La pluma nos da el toque”, a campaign celebrating the value of authenticity and diversity

Keepers, APPLE TREE’s influencer marketing agency, presents “La pluma nos da el toque”, a campaign created for LGBTQI+ Pride that invites reflection on how seemingly harmless expressions can continue to reproduce stereotypes and prejudice towards LGBTQI+ people.

For years, phrases such as “he’s a bit camp” have been used to single out people who do not fit traditional stereotypes of masculinity or femininity. Even when said without any explicit intention to cause harm, they can still suggest that freely expressing one’s identity or personality is something to be pointed out, questioned or even corrected.

With this campaign, Keepers sets out to turn that meaning on its head and transform the expression into a statement of pride. Because yes: being camp gives it the touch.

It gives creativity, personality and the way we communicate, create and connect with others its distinctive touch. What was once used to single people out can now be embraced as what makes them unique.

“We want to reclaim an expression that many people in the community have heard at some point. It may sound innocent, but for years it has been used to label, single out or limit us. We believe the time has come to redefine it and show that what was once used to mark us out is precisely what brings value, creativity and authenticity,” explains Sergio Barreda, CEO and founder of Keepers.

Authenticity as the engine of influence

At a time when audiences increasingly demand authenticity, Keepers reaffirms its commitment to influence built on freedom of expression, creativity and a diversity of voices. People connect with those who show themselves as they are, without feeling the need to fit stereotypes or meet other people’s expectations.

With “La pluma nos da el toque”, the agency places the spotlight on the power of words to shape realities and invites people to transform the meaning of an expression that has long been used to single out many LGBTQI+ people. The campaign asserts that what was once used as a label can today become a symbol of pride, personality and creativity.

Creativity with purpose

Throughout its journey, Keepers has established itself as one of Spain’s leading influencer marketing agencies, earning recognition from some of the most prominent awards and rankings in the communications, advertising and entertainment industries. The agency has been named number one in El Publicista’s Top 100 ranking and recognised as the most exemplary agency by Scopen.

With this campaign, Keepers reinforces its commitment to creativity that sparks relevant conversations and helps build a more diverse, inclusive and representative industry — one where talent stands out for what it contributes, not for the prejudices that still persist.

Don’t miss the campaign.