Category G04. Social Behaviour & Cultural Insight
Entrant BBDO Düsseldorf, GERMANY
Idea Creation BBDO Düsseldorf, GERMANY
Production CRAFTWORK Düsseldorf, GERMANY
Name Company Position
Till Diestel BBDO Group Germany GmbH Chief Creative Officer
Kristoffer Heilemann BBDO Düsseldorf GmbH Creative Managing Director
Rod Henriques BBDO Düsseldorf GmbH Creative Director
Michael Plückhahn BBDO Düsseldorf GmbH Creative Director
Ailton Henriques BBDO Düsseldorf GmbH Art Director
Anina Wäsche BBDO Düsseldorf GmbH Art Director
Martin Böing-Messing BBDO Düsseldorf GmbH Creative Technologist
Guilherme Nesti BBDO Düsseldorf GmbH Copywriter
Henrik van Laak BBDO Düsseldorf GmbH Copywriter
Simon Stitzl BBDO Düsseldorf GmbH Client Service Director
Jan Kronies BBDO Düsseldorf GmbH Digital Account Executive
Ralf Sieke BBDO Düsseldorf GmbH Head of Planning
Steffen Gentis BBDO Group Germany GmbH Chief Production Officer
Michael Hahn CraftWork - a brand of ad agencyservices GmbH Producer
Sabine Bönigk CraftWork - a brand of ad agencyservices GmbH Producer
Jorgen Werner - Director Of Photography
- - Fuze Image Post-Production Company
Caué Andrade Fuze Image Head of Post-Production
Daniel Klock Fuze Image Creative Director
Marcio Bueno Fuze Image Creative Director
Leandro Mendonca Fuze Image 3D Generalist
- - CraftWork - a brand of ad agencyservices GmbH Post-Production Company
Juhn Kim CraftWork - a brand of ad agencyservices GmbH Editor
Nico Schlegel CraftWork - a brand of ad agencyservices GmbH Editor
Jens Wirtzfeld - Animation
- - DaHouse Audio GmbH Music/Sound Design
- - Studio Funk GmbH & Co. KG Audio Production House
Marco Manzo Studio Funk GmbH & Co. KG Sound Engineer
Tobias Grumbach Studio Funk GmbH & Co. KG Managing Director
Claudia Jahn Studio Funk GmbH & Co. KG Audio Producer

Why is this work relevant for Direct?

The International Coalition of Inclusive and Sustainable Cities (ICCAR) by UNESCO is a network of cities in order to fight racism, discrimination, xenophobia and exclusion in daily life. They needed a social awareness campaign to be implemented with almost no budget. So, we would need something impactful, that could be remarkable to our target audience and touching and send the whole message in a clear way.


Even though much is said about a more equal world, numbers are still dramatic and there’s a lot to be done. Just to give an idea, white-skinned people have double the chances to have a successful career in comparison to other races. This is even more intense in communities like chess, where white predominance is clear. So, why not use the most famous thinking game to try to change people’s minds? The main goal was to make people be impacted by the message and raise awareness on the cause

Describe the creative idea (30% of vote)

We decided to use two of the biggest chess influencers in history, Magnus Carlsen and Anish Giri, to do a symbolic game with one rule broken: instead of starting with white, they started with black.

Describe the strategy (20% of vote)

The campaign was targeted, at first, to the chess community. By directing the message the heart of this one niche, we made the message go beyond it. Organic shares made the message bigger reaching out for people who are not necessarily into chess culture but were sensitive for the topic. The motto #MoveForEquality was the perfect translation to encourage people to do something for the cause, just like the two Grand Chess Masters did. The chosen strategy was to go for social media. This is the perfect touching point to get Magnus and Anish’s followers and make the message be organically shared.

Describe the execution (20% of vote)

It all started on March 21st – the day for the elimination of racial discrimination. After posting the event of playing with the broken rule, and having black to start, a discussion started on social media under the hashtag #MoveForEquality. Besides the hashtag, the posts also directed viewers to a main website where all the information about the campaign and what to do about it was hosted. The move was also replicated in other channels, like the Play Magnus chess app, one of the biggest in the market, not to mention a 12-hour live featuring other professional players playing random users with black starting. The movement escaladed fast. Going from two to 1,5 million mentions in one week.

List the results (30% of vote)

• Over 500k views within a week. • 31 Million people impacted. • 8,8 Million US$ in earned media. • 211 international media reports. And counting. • 1 black pawn requested to be displayed permanently at Amsterdam’s Max Euwe Chess Museum as the instrument of “a historic move for chess”.

Please tell us about the social behaviour and / or cultural insights that inspired your campaign

We live in the social media era. When every big message, every inspiring post means to be symbolic in order to convince the reader – either if they are texts, memes or videos. That’s why we chose to make a symbolic move in the most famous thinking game in the world to make people rethink equality in nowadays’ world. The hashtag, the video, the message were self-explanatory and simple enough to be share-friendly in social media.