| Title | The Not-So Beautiful Game: Switzerland |
| Brief | One of the world’s most emotionally charged events – The World Cup – was hijacked to highlight an uncomfortable truth about the beautiful game. Every four years, as football fever takes hold, incidents of domestic violence surge. In the UK alone, reported incidents increase by 26% if England play and 38% if they lose. To dramatic illustrate the issue, national flags were reimagined in a way nobody could ignore. |
| Agency |
J. Walter Thompson London
|
| Campaign |
The Not-So-Beautiful Game
|
| Advertiser |
National Centre for Domestic Violence
|
| Brand |
NCDV
|
| Posted | November 2018 |
| Business Sector | Institutional/Public Interest/Non-Profit Org.
|
| Story | The World Cup is fiercely patriotic, with fans proudly flying their flags, painting their faces and adorning themselves in their national colours. So, to communicate our message, we mirrored this powerful visual language and subverted the most emotive symbol there is: the national flag.To reflect the brutal nature of domestic violence, we reimagined a series flags across victim’s faces and bodies. The executions were simple and arresting – stopping people in their tracks and kick-starting conversations.We created executions for England, Japan, France, Stitzerland and Germany. Each new flag was then timed to be released before their crucial matches. The campaign originated as OOH, press and social posts, but rapidly spread as it was picked up by influencers, news, radio and television broadcasters all over the world. |
| Media Type |
Print
|
| Creative Director |
Jo Wallace
|
| Photographer |
Neil Raja
|
| Executive Creative Director |
Lucas Peon
|
| Retoucher |
John Proudfoot
|
| Graphic Designer |
Rob Joyner
|
| Graphic Designer |
Yoshi Okubo
|
| Creative Team |
Jo Taylor
|
| Creative Team |
Maya Halilovic
|
| Head of Production |
Joseph Bassary
|
| Account Director |
Sally Emerton
|
| Account Director |
Fiona McGinley
|
| Social Media Strategist |
James Treen
|
| Creative Content Strategist |
Kwabena Agyeman-Mensah
|
