UNESCO: #MoveForEquality by BBDO Düsseldorf

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.