| Title | #MOVEFOREQUALITY |
| Brand | UNESCO & PLAY MAGNUS AS |
| Product/Service | EQUALITY AWARENESS CAMPAIGN |
| Category |
E02. Social Purpose |
|
Entrant
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BBDO Düsseldorf, GERMANY
|
|
Idea Creation
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BBDO Düsseldorf, GERMANY
|
|
PR
|
EMANATE München, GERMANY
|
|
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 |
Background
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 campaign to engage people on the on-going and far-to-be-over fight against inequality. No other date could be a better fit than March 21st, the International Day for the Elimination of Racial Discrimination. The main goal was to send a strong message with very low budget. Which meant to be extremely mobile-friendly.
Describe the strategy
The campaign was made to provoke, at first, the international chess community. The touching points were carefully chosen to amplify the message in the expected way - via social media, one of the biggest chess apps in the world, and a live stream on Twitch.
All these tools would eventually make the movement break the barriers of the chess community and go bigger, since organic shares could make the message reach out for people who are not related to the sport but that were still sensitive for the topic.
Describe the execution
It all started on Magnus Carlsen’s and Anish Giri’s Social Media. They posted a video featuring them breaking the rule and treating chess as a metaphor for life.
Enough to generate plenty of discussion under the hashtag #moveforequality on social media.
Users found more information on www.moveforequality.com, while also on PlayMagnus, one of the biggest chess apps, users around the world could play with black starting. A 12-hour live stream featured other professional players competing with random users with black starting.
Inspired by the message and engaged by the subject, more and more people on Facebook, Twitter, Instagram and international media shared our message.
Within 24 hours the posts already gathered over one thousand shares. Increased by reporting of international media.
List the results
• 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”.