LIGHTS OF THE ECHO CONTEXT: In football, passion brings us together — but it’s also been used as an excuse to normalize the unacceptable. For 90 minutes, stadiums echo with words we’d never tolerate anywhere else. Homophobic slurs hide behind chants. Offensive behavior gets applause. What’s different gets punished. And the worst part: it all happens without consequence. INSIGHT: When a fan feels like just another face in the crowd, they believe they’re invisible. But once the mic picks up their voice, they can no longer hide from the echo of their own words. IDEA: For the first time, the stadium reacts to what’s being shouted and sung. If you cheer with respect, the lights stay on and the game goes on. But if you spread hate or homophobia, the entire stadium could go dark.
Description
EN EL ESTADIO, LA MULTITUD SE VUELVE UN SOLO ECO. PERO,
¿Y SI ESE ECO REFLEJARA LO QUE REALMENTE SOMOS?
EL FÚTBOL SIEMPRE HA SIDO UNA EXPLOSIÓN DE EMOCIÓN,
PERO TAMBIÉN UN REFUGIO PARA LA HOMOFOBIA DISFRAZADA DE PASIÓN.
PALABRAS QUE, EN CUALQUIER OTRO CONTEXTO, SERÍAN INACEPTABLES, AQUÍ SE PIERDEN EN LA MULTITUD.
HASTA AHORA.
"LUCES DE ECO" TRANSFORMA LA VOZ DE LOS HINCHAS EN EL ALMA DEL ESTADIO:
SI EL ODIO RESUENA, EL ESTADIO SE APAGA. SI EL RESPETO BRILLA, EL FÚTBOL TAMBIÉN.
UNA SOLUCIÓN SIMPLE Y PODEROSA: LO QUE GRITAS, LO VES. LO QUE DICES, LO VIVES.
This student campaign titled 'LUCES DE ECO' was published in Argentina and Colombia in October, 2024. It was created for the brand: ESPN, by ad school: Goldfish. This 360° medium campaign is related to the Education and Sports industries and contains 2 media assets. It was submitted 20 days ago.
Credits
El Ojo de Iberoamérica
Advertising Agency: Goldfish, Bogotá, Colombia
Dupla: Juliana Duarte, Daniel Cadavid
