| Title | #MOVEFOREQUALITY |
| Brand | UNESCO & PLAY MAGNUS AS |
| Product/Service | EQUALITY AWARENESS CAMPAIGN |
| Category |
D06. Sports for Good |
|
Entrant
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BBDO Düsseldorf, GERMANY
|
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Idea Creation
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BBDO Düsseldorf, GERMANY
|
|
PR
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EMANATE München, GERMANY
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Production
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CRAFTWORK Düsseldorf, GERMANY
|
Credits
| 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 Entertainment?
No matter how the world has changed. Skin colour is still defining privileges one might have in life. To send a strong message in the on-going fight for a more fair society, we broke a rule in one of the most traditional sports there is: chess. The first-move advantage rule, which attests that “white always starts”.
Background
Since there’s still much to be done and people don’t often realize that, our task was to remember people about this on-going fight against racial discrimination, in a way that stood out on social media on the Day for the Elimination of Racial Discrimination – a date created by our own UNESCO to keep in the population’s mind the importance of never giving up on the cause.
The goal was to raise awareness for the general disadvantage of black people in life, to empower people to stay sensitized – and encourage them to change.
Describe the creative idea
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. For them we recruited chess legends 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
The campaign was made to provoke, at first, the chess community. Then, natural shares would make the message bigger reaching out for people who aren’t into chess culture but were impacted by the message.
Describe the execution
The social media was the main channel used for the campaign.
On March 21st, the international day for the elimination of racial discrimination, Magnus Carlsen and Anish Giri posted the event on their 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.
Describe the outcome
• 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”.