The World Cup 2022 tournament organized by FIFA in Qatar is proving to be highly controversial. Due to Qatari policies that contravene LGBTQI+ human rights causing global controversy during the World Cup numerous brands and activists have joined forces to make this problem visible through social actions.
Faced with this situation, the advertising agency Serviceplan House of Communication Spain, together with COGAM, the Madrid-based NGO founded in 1986 in favour of the collective, have created #LoveWinsQatar, a social movement with the aim of calling on gamers around the world to share images of love between footballers during virtual matches.
"In football video games it sometimes happens that players kiss, hug, hold hands. There are even glitches that can simulate displays of affection. That's where the idea came from. If you can't show love on the real playing field, let's do it on the virtual playing field" Serviceplan House of Communication Spain creative team.
Join the the fight for love and respect with #LoveWinsQatar.
The mechanics of joining this movement are very simple:
1. Score a goal.
2. Direct your player close to another.
3. Capture the image.
4. Share it with #LoveWinsQatar.
This professional campaign titled 'Footballers Kiss' was published in Spain in December, 2022. It was created for the brand: COGAM, by ad agency: Serviceplan. This Integrated medium campaign is related to the Public Interest, NGO industry and contains 1 media asset. It was submitted about 2 months ago.