LGBT+ World Cup protest grows as OneLove armband is modded into Fifa 23
All Out and AlmapBBDO have built protest campaign around a video game mod that will rile Fifa officials.
Ad agency mods banned OneLove armband into Fifa in World Cup protest
Players of the Fifa 23 video game have created a mod that installs the OneLove armband, which was banned from the Qatar World Cup, into select copies of the esports favorite. Now, LGBT+ NGO All Out and Brazilian creative agency AlmapBBDO are raising awareness of the mod with a wider campaign.
From the kick-off of the World Cup, there had been much debate about whether teams would wear the OneLove armband in support of LGBT+ people, with reports widely detailing how this group is discriminated against in the home nation. England, Wales and Germany (which had a silenced protest of its own) were among the teams that said they were going to wear the armband, but backed down under threat of a yellow card.
The in-game mod can be adopted by computerized versions of any of the 32 teams playing in this year’s World Cup, allowing ”virtual players to do what they’ve been forbidden to do in the real world”.
All Out campaign manager Justin Lessner said: ”The armband thing is really striking, because the rainbow on it isn’t even the LGBT+ flag. Even so, team captains were forbidden from wearing it and threatened with punishment if they did. That goes to show how the repression of the mere mention of LGBT+ issues in Qatar is both severe and highly coordinated – so just imagine what LGBT+ people in Qatar go through! It’s incredibly dangerous.”
The ’Play With Love’ campaign will feature streamers and pro players from Brazil and across the globe who will play matches live, highlighting their players’ armbands. ”It’s not just about the players themselves taking a stand. This is where creativity comes into it. Diversity has to be there on the pitch, on the court, in the press, on social media, and across the world,” said Rodrigo Almeida and Rafael Gil, executive creative directors at AlmapBBDO, in a statement.
All Out is also inviting people to sign a global petition in support of LGBT+ rights in Qatar.
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CREDITS
Agency: AlmapBBDO
Client: All Out
President and CEO: Filipe Bartholomeu
CCO: Luiz Sanches, Pernil
COO: Fernanda Tedde
Executive creative directors: Rodrigo Almeida, Rafael Gil
Creatives: Rodrigo Almeida, Rafael Gil Criação: Rafael Gil, Rodrigo Almeida, Igor Pontes, Felipe Paganoti
Account: Tatiana Vidonscky, Marcus Faco
Planner: Raphael Henrique Caffarena
Community manager: Gabriel Diniz
Content director: Christina Mello
Content producer: Yara Tieppo Meira
Head of creative technology: Lilian Cavallini
Project manager: Luan Henriques
Developer: UmStudio
Client approval: Ana Andrade