The One Show
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Category
Low Budget
Annual ID
OS23_BE087M
About the Work
Just three days after FIFA banned the LGBTQ armbands in the World Cup, All Out launched a virtual version of it on FIFA 23.
On November 21, FIFA announced the ban on LGBTQ 'One Love' armbands. It took global media by storm, hijacking the center stage of the press.
On November 24, All Out, a NGO that acts in defense of LGBTQ rights on all continents, started a counter-attack.
The NGO created a new MOD on FIFA 23 that allows players all over the World to use the virtual version of banned armbands - which was available to all 32 national teams.
This fast reaction against FIFA's homophobic rules, led by All Out, also became a hot topic.
Streamers all over the globe played with the banned armband on Twitch, Facebook and others platforms. Right there where FIFA and Qatar government couldn't ever stop them: in Qatar's stadiums.
Besides more than 90 hours of content streamed globally, approximately 23 millions of earned media, All Out also got a raise of 215% on petition signatures.
This petition, called "Qatar: Love is not a crime", was created by Nas Mohamed (the first queer Qatari to publicly come out) and requested FIFA to stand up for LGBTQ rights, not just in Qatar but all of the next World Cup host countries.
Play With Love. All Out hacked FIFA 23 to overcome FIFA's homophobic censor.
2023 Awards
Total Points: 3
Merit
Credits
Agency
AlmapBBDO / Sao Paulo
Digital Agency
UmStudio / São Paulo
Music / Sound Production Company
Raw Áudio / São Paulo
Art Director
Rafael Gil
Felipe Paganotti
Copywriter
Rodrigo Almeida
Igor Pontes
Chief Creative Officer
Luiz Sanches
Pernil
Creative Technologist
Lilian Cavallini
Luan Henriques
Executive Creative Director
Rafael Gil
Rodrigo Almeida
Sound Designer
Enrico Maccio
Philip Braunstein
Chief Executive Officer
Filipe Bartholomeu
Music Producer
Rogério Pereira
Ricardo Pinda
Hilton Raw
Account team
Tatiana Vidonscky
Marcus Faco
Account Team (Raw)
Carol Peternelli
Chief Operations Officer
Fernanda Tedde
Client Approval
Ana Andrade
Content & Social Media
Chris Mello
Yara Tieppo Meira
Gabriel Diniz
Planning
Raphael Henrique Caffarena
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