Copenhagen Pride

Proud Pitch

Agency: Worth Your While


With a passionate belief that LGBTQ+ rights are also human rights, last week the captains of seven European teams were planning to wear a OneLove armband at the World Cup to take a stand against homophobia in Qatar. However, under pressure from conservative movements, at the 11th hour FIFA threatened to issue yellow cards to any player wearing it. Unsurprisingly the world has been up in arms ever since, even prompting the German team to cover their mouths in protest during their team photograph ahead of their opening World Cup match against Japan. In the 51st minute of the game between Portugal and Uruguay, a pitch invader ran out onto the pitch holding an LGBT rainbow flag. The game was abruptly stopped and he was escorted away.

On the world’s biggest stage, football has missed an open goal when it comes to showing solidarity with the LGBTQ+ community.

So, how can that famous rainbow that says so much get onto the pitch without falling foul of FIFA’s rules?

Copenhagen agency Worth Your While, along with Copenhagen Pride have re-launched their 2021 Euro campaign ‘Proud Pitch’ - an instagram filter which can turn every football pitch (or tv screen) at the World Cup into a rainbow flag, and a symbol of support for the LGBTQ+ community.
Through Instagram’s Spark AR platform this hack utilises live tracking technology to create a mask that removes all green colours and replaces them with a rainbow flag. This allows fans to simply place the rainbow flag on the field, and film a sequence from the game, the filter does the rest and automatically masks out the players so they are running around on a rainbow pitch.

This professional campaign titled 'Proud Pitch ' was published in Denmark in November, 2022. It was created for the brand: Copenhagen Pride, by ad agency: Worth Your While. This Experiential medium campaign is related to the Public Interest industry and contains 1 media asset. It was submitted over 1 year ago by Brooks: Zoe.


Client: Lars Henriksen, Spokesperson, Copenhagen Pride
Agency: Worth Your While
CEO/Client Service Director: Morten Ingemann
Executive Creative Director: Lukas Lund
Design Director: Carl Angelo
Creative Director: Martin Nørgaard Furze
Creative Director: Martin Ginsborg
Creative Director: Tim Pashen
Creative Technologist: Oliver Gormsen
Creative: Alexandar Winge Leisner
Head of Account and Operations: Sofia Brockenhuus-Schack
Account Director: Brian Schøler


Sign up for our newsletter

Don't miss out. Receive our free weekly newsletter to learn about the best creative work from all around the globe. We're keeping your email safe and confidential.