Category A07. Not-for-profit / Charity / Governemt
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 PR?

UNESCO ICCAR collaborated with two famous chess legends to take a stand against racial discrimination, with an unseen move: For the first time, black started a chess game. A big stunt, followed by a huge discussion not only raised awareness of inequality – but also on chess as a game, on our testimonials in the spotlight and of course: on UNESCO as the sender.


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 for the International Day for the Elimination of Racial Discrimination on March 21st 2019. The main goal was to send a strong message against racial discrimination to raise awareness for the general disadvantage of black people and use the ultimate thinking game to change the way people think.

Describe the creative idea (20% of vote)

UNESCO ICCAR recruited chess legends Magnus Carlsen and Anish Giri to do a symbolic game with one rule broken: instead of starting with white – as written in the rule book – they started with black.

Describe the PR strategy (30% of vote)

With the insight, that “white goes first” is one of the basic rules in chess, we spread the key message: There shouldn’t be any advantage because of color. The campaign was made to reach, at first, the chess community. Then, organic shares would make the message bigger reaching out for people who not necessarily are into chess culture but were sensitive for the topic. Our distribution of assets: Video post, the Hashtag #MoveForEquality, the website www.moveforequality.com – and the chess app PlayMagnus.

Describe the PR execution (20% of vote)

The timeline: We started by teasing the move on Magnus Carlsen’s and Anish Giri’s Social Media to put the chess community into alert. The day after they posted the video featuring them breaking the rule. Users found more information on www.moveforequality.com, while also on PlayMagnus, one of the biggest chess apps worldwide, users played with black starting. From then on, people on Facebook, Twitter, Instagram, and international media shared our message. The scale: 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”.