Play With Love
- Brand
- All Out
- Year
- 2023
- Objective
- Engagement
- Industry
- Beauty
- Agency
- AlmapBBDO
Objective
All Out, an LGBT+ advocacy organization, sought to challenge FIFA's ban on the OneLove armband during the 2022 World Cup in Qatar. The campaign aimed to raise global awareness of LGBT+ rights restrictions in the country and mobilize public support through a creative intervention in popular culture.
Solution
AlmapBBDO created a FIFA 23 mod that installed the banned OneLove armband into the game, allowing it to be worn by players. Professional gamers and streamers from Brazil and internationally played live matches featuring the armband, effectively circumventing the official ban and demonstrating solidarity with LGBT+ causes. The campaign integrated a call-to-action for players to sign a global petition supporting LGBT+ rights.
Results
The campaign achieved Shortlist status at the 2023 Clio Awards in the Games category under Branded Entertainment & Content. Specific metrics regarding petition signatures, reach, or player engagement were not publicly disclosed.
