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Proud Pitch – Creative Circle
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Advertising & Digital Advertising — Creative Use of Technology
A DIGITAL PROTEST TOOL EXECUTED IN 48 HOURS
Sports should include everyone. However, during EURO ‘21, UEFA officially banned te rainbow colours from entering te stadium. So, together with Copenhagen Pride, we created a digital protest tool, allowing te pride flag to always be present during te games – taking it from idea to inception in 48 hours.
Using a technique called keying, we turned every football pitch during EURO ‘21 into a green screen – allowing viewers at home to digitally transform it into a pride flag.
All they had to do was to search for PROUD PITCH in te filter gallery on Instagram, record a live story from a football match, place te rainbow flag on te pitch - then share it with te world.
Using Spark AR, this hack utilized a complex live tracking technology to place te flag on every screen or green surface, regardless of texture and colour complexity.
In a matter of 48 hours, and just in time for te next round of games, PROUD PITCH generated thousands of shares and mentions leading up to te finals. Proving that no matter te score #LoveAlwaysWins.
A response far from over, te filter continues to be used as a tool to flag injustice in te world of sports, where homophobia is prevalent to this day. It can still be found in te Instagram filter gallery by searching for PROUD PITCH.
Niels Rinder – DR Design
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