| Title | MARRIAGE UNBLOCKED |
| Brand | BJÖRN BORG |
| Product/Service | SPORTSWEAR |
| Category |
E02. Innovative Use of Technology |
|
Entrant
|
NORD DDB Stockholm, SWEDEN
|
|
Idea Creation
|
NORD DDB Stockholm, SWEDEN
|
|
Production
|
HOUSE AGENCY Stockholm, SWEDEN
|
Credits
| Andreas Dahlqvist |
NORD DDB Stockholm |
Chief Creative Officer |
| Fredrik Simonsson |
NORD DDB Stockholm |
Creative Director |
| Anna Salonen |
NORD DDB Stockholm |
Art Director |
| Ida Jonsson |
NORD DDB Stockholm |
Art Director |
| Tove Andersson |
NORD DDB Stockholm |
Art Director/Blockchain expert |
| Martin Lundgren |
NORD DDB Stockholm |
Senior Copywriter |
| Hanna Ternström |
NORD DDB Stockholm |
Account Director |
| Victor Forsberg |
NORD DDB Stockholm |
Account manager |
| Susanne Johansson |
NORD DDB Stockholm |
PR Director |
| Robin Löthberg |
NORD DDB Stockholm |
Social Media Manager |
| Sebastian Reinbring |
NORD DDB Stockholm |
Creative Designer |
| Felipe Fiuza |
NORD DDB Stockholm |
UX designer |
| Anna Johansson |
NORD DDB Stockholm |
UX designer |
| Haris Badic |
HOUSE Agency |
Director / Editor |
| Robert Eskekärr |
HOUSE Agency |
Editor / Grade / Online |
| Tomas Wall |
HOUSE Agency |
Producer / Post Producer |
| Georg Bungard |
HOUSE Agency |
DoP |
| Eric Josjö |
Söderberg Agentur |
Photographer |
| Anders Wadin |
Söderberg Agentur |
Retoucher |
| Marcus Forsberg |
Winter Agency |
Lead Developer |
| Marc Biskop |
Winter Agency |
Front-end Developer |
| Rickard Lundén |
Winter Agency |
Front-end Developer |
| Thomas Backlund |
Superblocks |
CEO/Co-founder |
| Carl Gärdsell |
Superblocks |
COO/Co-founder |
Describe the creative idea
Swedish sports fashion brand Björn Borg has long been an ambassador for equality. Lately, a new way to trade and store data, blockchain, has shook the financial world. But while the world was busy talking about how blockchain could revolutionize monetary systems, we found it could help us with a far more important cause - marriage equality.
Same-sex marriages are illegal in 87% of the world's countries, meaning discriminatory states hold the power to register marriages. Blockchain, on the contrary, is not controlled by any third party.
That’s why we developed a marriage registry open for everyone, built on the Ethereum blockchain. Just like any marriage, the blockchain marriage is a contract. Only this time, the marriage certificates are legitimised by the blockchain community and stored digitally. Facilitated through a website, marriageunblocked.com, the marriages are then distributed on millions of servers around the world, out of reach of discriminatory states.
Describe the execution
With the Marriage Unblocked initiative and platform, we wanted to lift the debate on equal rights and get people to engage in our cause internationally, given 87% of all countries still do not accept same-sex marriages.
We approached this by showing how new technology can fight discrimination and push the boundaries of society. Together with a message of equal love, we aimed to prove Björn Borg’s position and open access to same-sex marriages by using one of the most open platforms that exists - blockchain - and literally unblock marriages.
Although the marriages are not recognized by state or law, they’re a major sign of acceptance for people held back by discrimination. So, in June 2018, blockchain went from powering monetary systems to hosting a marriage registry, leveraging blockchain to become a force for good.
The campaign rolled out in June 2018 to coincide with the global Pride Month. The aim was to make people engage with the cause online, both in Sweden and globally. For shareability, we created a short film with same-sex couples talking about their relationships to show that love is love, no matter the label, only to then hear their stories about discrimination. The film also portrayed the first couple to get married on the platform – a couple that can not get married in their home country. We spread the film on Björn Borg’s social platforms and to journalists. We also reached out to niche communities and media, focusing on tech, blockchain, lifestyle and LGBT. The platform was built by a startup pioneering in leveraging blockchain technology for good, which also gave us credibility to talk about blockchain. With a reach of 85M and 1.5M social media exposures, the platform trended in LGBT and blockchain communities and forums online.