Amnesty International Referees


Agency: Don


During World Cup matches, social media were on fire. In fact, 70% of argentines affirmed they would be active on them in the World Cup.

We discovered that many of the trending topics on Twitter while matches were being played, were aggressions.

So we started a search trying to understand how this hostility increased on Twitter when a match was about to begin. And, unlike many campaigns that talk to haters, we decided to speak to users who share, like or simply ignore this type of aggressions.

Because making this nonsense stop, also depends on them.
¿How? Denouncing/reporting every comment that crosses the line.

In football language: today you become a referee.

Thus, we used the VAR resource to show when a comment became "reportable", inviting users to become referees and denounce every offside comment.

This professional campaign titled 'Referees' was published in Argentina in December, 2022. It was created for the brands: Amnesty International and Referees, by ad agency: Don. This Digital and Print media campaign is related to the Public Interest industry and contains 4 media assets. It was submitted over 1 year ago by of DON.


Cliente: Amnistía Internacional
Agencia: Don
Título: “Árbitros”
CEO: Papón Ricciarelli
Gerente General: Jorge Villar
Chief Creative Officer: Gabriel Huici
Group Creative Directors: Paula Carboni y Belén Calzone
Directores Creativos: Matías Lobos León, Facundo Beola y Ana Kabat
Coordinador General: Mariano Ricciarelli
Responsables por el cliente:
Directora de Comunicación y Prensa: Laura Durán

Quick Fox Design


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