| Title | RAINBOW JERSEY |
| Brand | HUMMEL |
| Product/Service | HUMMEL |
| Category |
D03. Special Build |
|
Entrant
|
ENVISION Aarhus, DENMARK
|
|
Idea Creation
|
ENVISION Aarhus, DENMARK
|
|
Media Placement
|
ENVISION Aarhus, DENMARK
|
|
PR
|
HARBINGER PUBLIC RELATIONS Copenhagen, DENMARK
|
|
Production
|
ENVISION Aarhus, DENMARK
|
Credits
| Mads Engaard |
envision |
Art Director |
| Peter Boe |
Envision |
Creative Director |
| Rasmus Saaby Bentzen |
envision |
Art Director |
| Tomas Olesen |
envision |
Client Service Director |
| Jesper Herholt |
envision |
Chief Creative Officer |
| Rikke Mia Bach Maffait |
envision |
Project manager |
| Anders Christiansen |
envision |
Strategic Director |
| Rasmus Kristensen |
Harbinger PR |
Partner |
Write a short summary of what happens in the ambient or digital execution or campaign.
The giant rainbow jersey was mounted on a wall right across from the outdoor TV studio transmitting the World Cup from Russia to all of Denmark. This transmission was also a major event in itself as thousands of football fans gathered here for every game which gave the rainbow installation massive exposure, game after game.
Cultural/Context information for the jury
This piece of special build ambient outdoor is a branded comment on the widespread discrimination of sexual minorities in Russia – from a sports brand with a strong history of supporting tolerance and diversity.
In Russia, LGBT+ persons kissing or even holding hands in public risk being arrested or fall victims of violent hate crimes. So, when Russia hosted the 2018 FIFA World Cup we created a giant installation in the shape of a rainbow-coloured football jersey composed of 160 normal-size jerseys and standing 13 metres tall.