Luiz Sanches
chief creative officer at BBDO North America
New York, Stati Uniti
Titolo#PlayWithLove
Agenzia
Campagna #PlayWithLove
Cliente All Out
Marca All Out
Data di Prima Diffusione/Publicazione 2022 / 12
Settore Fondazioni caritatevoli, Volontariato
Filosofia The World Cup is never just about football. It's known for sparking political debates – and the 2022 edition in Qatar has made headlines for harsh critiques of crackdowns on human rights activism, and LGBT+ activism in particular. Just before the whistle, in a move that ignited indignation across the world, FIFA banned the use of the "One Love" armband, which several national teams had adopted in support of the struggle against discrimination and homophobia. But All Out, a global NGO dedicated to advocacy for the rights of the LGBTQIA+ community, has managed to dribble around that ban – in the virtual world. Users created a mod for FIFA 23 that makes it possible for players to wear the banned armband. Now, All Out is publicizing that mod, which can be adopted by any of the 32 teams playing in this year's World Cup, at https://playwithlove.net/en. Now, people can allow virtual players to do what they've been forbidden to do in the real world. According to All Out campaign manager Justin Lessner, this is yet another initiative in a broader array of protests. "The armband thing is really striking, because the rainbow on it isn't even the LGBT+ flag! Even so, team captains were forbidden from wearing it and threatened with punishment if they did. That goes to show how the repression of the mere mention of LGBT+ issues in Qatar is both severe and highly coordinated – so just imagine what LGBT+ people in Qatar go through! It's incredibly dangerous." The #PlayWithLove project is a collaboration between ALL OUT and Brazilian advertising agency AlmapBBDO, and will also feature streamers and pro players from Brazil and across the globe who will play matches live, highlighting their players' armbands. "It's not just about the players themselves taking a stand. This is where creativity comes into it. Diversity has to be there on the pitch, on the court, in the press, on social media, and across the world," say Rodrigo Almeida and Rafael Gil, executive creative directors at AlmapBBDO. All Out is 100% behind the initiative, acting on all continents and working directly to mobilize people in defense of equal rights for lesbian, gay, bisexual, and trans people, opposing everything from anti-gay legislation to bans on pride parades or a company discriminating against trans people. The file to download the banned armband will be available starting this December, 1st, and can be used by anyone with access to FIFA 23. All Out is also inviting people to sign a global petition in support of LGBT+ rights in Qatar. “The World Cup is the biggest sporting event on the planet. And even so, it's not for everyone," concludes Justin of All Out. "Whether on the pitch or off it, nobody should be punished for defending the right to be yourself and love who you love."
Tipo di Media Digital Installation
Lunghezza
President and CEO
Chief Creative Officer
Chief Creative Officer
Chief Operating Officer (COO)
Executive Creative Director
Executive Creative Director
Creative Team
Creative Team
Creative Team
Account Management
Account Management
Planner
Community Manager
Content Director
Content Producer
Head of Creative Technology
Project Manager
Development
Approval Client

People related to this work

You might also like...

Trending

Create a free Talent profile and become a member of AdForum

Get Started