UNESCO: #MoveForEquality by BBDO Düsseldorf

Client: UNESCO
Date: Mar 2019
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In chess, white always goes first. But why should colour determine who starts and gets the advantage? On this BBDO Düsseldorf campaign, with the support of UNESCO, the rules of chess are being rewritten for a day in the International Day for the Elimination of Racial Discrimination.

Four-time Chess World Champion, Magnus Carlsen, and his rival, Anish Giri, flipped the board and turned the game upside down by breaking a key rule: white moves first.

So, on this special day, black pieces make the first move.

They have made it clear, through their symbolic move, that nobody should have an advantage or disadvantage because of colour.

The campaign has been created with support of UNESCO’S International Coalition of Inclusive and Sustainable Cities – ICCAR.

The BBDO campaign, for the first time in history, features two chess grandmasters breaking a rule in modern chess – creating amplification tools such as a campaign hub hosted in moveforequality.com, social media videos and other pieces.

With the breaking of a single, but decisive, rule, as well as the hashtag #MoveForEquality, the campaign not only writes a new chapter in chess history, but sends a strong message to both chess lovers and the rest of the world on an international day against racism.


Agency: BBDO Germany

Client: UNESCO (International Coalition of Inclusive and Sustainable Cities – ICCAR.) Campaign: “#MoveForEquality”

Agency: BBDO Germany

Chief Creative Officer: Till Diestel

Creative Managing Director: Kristoffer Heilemann Managing Director: Cornelius Kölblin

Creative Director: Rod Henriques & Michael Plückhahn Senior Art Director: Ailton Henriques

Senior Copywriter: Guilherme Nesti Junior Art Director: Anina Waesche Junior Copywriter: Henrik van Laak Client Service Director: Simon Stitzl Digital Account Executive: Jan Kronies Head of Strategic Planning: Ralf Sieke

Creative Technologist: Martin Boeing-Messing

Production Company: Craftwork Music/Sound Company: DaHouse Audio

Camera Department: Kamera Rental Camera Operator / Gaffer: Jorgen Werner Camera Operator Assistant: Lars Pettersen Chief Technician: Fabian Lopez

Photographer: Jan Kronies

CGI/Post-Production Company: Fuze Image Creative Director: Daniel Klock & Marcio Bueno Head of Post-Production: Cauê Andrade

3D Generalist: Leandro Mendonça

PR: Emanate

Senior Consultant: Stefan Rybkowski Junior Consultant: Fabienne Guetzkow

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