The World Cup 2018, an event that should celebrate diversity and equality, took place in Russia, one of the most homophobic countries in the world that has laws promoting violence against the LGBTQ community. So that everyone could raise their flags with safety and pride, Mirum Brazil created #rainbowcup. To participate the user had just to take a photo or video of the fans, replacing the national flags for the rainbow flag emoji and post using the #rainbowcup. The LGBT public and advocates participated in Russia and the movement eventually moved out of the host nation into a global protest. Thousands of people in 93 countries participated, generating more than 144 million impressions and leaving a message for the World Cup 2022: Qatar, wait for us.
This professional campaign titled 'The Rainbow Cup' was published in Brazil in June, 2018. It was created for the brand: Grupo Dignidade, by ad agency: Mirum. This Digital medium campaign is related to the Public Interest, NGO industry and contains 1 media asset. It was submitted over 3 years ago.
Advertising Agency: Mirum, Curitiba, Brazil
Creative Director: Filipe Matiazi
Art Director: Guilherme Rubini
Copywriter: Andre Prestes
Account Service: Larissa Eshima
Content: Vanessa Vieira, Dascale Muller, Fernando M Almeida
Technology: Mauricio Oliveira
Media: Ana Candido, Renata Dutra, Caroline Wicthoff
PR: Camila Faria Zagonel, Cecile Araujo
Production Company: Canja Audio Culture
Audio Director: Lucas Sfair, Eduardo Karas, Filipe Resende
Soundtrack: Pedro Souza
Sound Effects: Guilherme Moreno
Mix & Engineering: Leonardo Lima