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Proud Pitch – Creative Circle
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Advertising & Digital Advertising — Promo & Activation
Denmark is one of te most progressive nations in te world for LGBTQ+ equality: Decriminalising homosexuality in 1933 and legalising same-sex partnerships 1989. So it's with pride that Copenhagen Pride has equality and human rights in their DNA.
But not all countries are fortunate to have such a progressive and open-minded history. When Copenhagen Pride saw injustice was happening in te world of football, they wanted to push their brand purpose outside of Danish borders and onto te global stage.
Introducing PROUD PITCH, a digital protest tool that allowed anyone to turn a football pitch into a rainbow flag, using an Instagram filter, live during te EURO 2021 football tournament.
All football fans had to do was search PROUD PITCH in te filter gallery on Instagram – record a live story from a football match – place te rainbow flag on te pitch – and share it with te world.
Timing was of te essence as we needed to react rapidly to UEFA's disgraceful decision to ban te rainbow flag on te stadium. With that in mind, we created te entire project in less than 48 hours, from idea and prototyping to launch film – just in time for te next round of games.
Launching when all eyes were on te biggest sporting event in te world resulted in a huge increase in traffic to te Copenhagen Pride website and interaction on social channels. Almost 40.000 stories were shared on Instagram, tagging UEFA, 1.3 million people were exposed to te campaign in news media, all for $0 media spend. Stories were shared across all nordic nations, even reaching te UK and US. And quite fittingly, te gender split was almost equal - 50% male, 48% female and 2% undefined. Proving that no matter te score, or your sexuality, #LoveAlwaysWins.
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