| Title | #MOVEFOREQUALITY |
| Brand | UNESCO & PLAY MAGNUS AS |
| Product/Service | EQUALITY AWARENESS CAMPAIGN |
| Category |
F04. Social Behaviour & Cultural Insight |
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Entrant
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BBDO Düsseldorf, GERMANY
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Idea Creation
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BBDO Düsseldorf, GERMANY
|
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PR
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EMANATE München, GERMANY
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Production
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CRAFTWORK Düsseldorf, GERMANY
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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 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.
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 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”.
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