COGAM #LoveWinsQatar Campaign Promoting Love | Clapboard Ad Archive

Footballers Kiss

Description

In December 2022, in Spain, the integrated campaign Footballers Kiss was launched by Serviceplan in collaboration with COGAM, a Madrid-based NGO advocating for LGBTQI+ rights since 1986. This public interest campaign responded to the global controversy surrounding the FIFA World Cup 2022 held in Qatar, where local policies against LGBTQI+ human rights sparked widespread criticism. Footballers Kiss harnessed the power of virtual football video games to create #LoveWinsQatar, a social movement encouraging gamers worldwide to express love and solidarity that was suppressed on the real field. By inviting players to capture moments of affection—such as virtual kisses, hugs, and hand-holding between footballers during gameplay—and share these images with the hashtag #LoveWinsQatar, the campaign created a powerful, visible stand for inclusion and respect. The creative concept was inspired by occasional in-game glitches and player interactions that simulate genuine emotional connection, transforming the virtual arena into a platform for activism. Footballers Kiss aimed to highlight that if love and acceptance could not be freely shown in Qatar's stadiums, they would thrive on digital screens, uniting football fans and LGBTQI+ supporters alike globally. The straightforward, participatory mechanics empowered individuals to take part in this movement through a simple yet meaningful action, turning goals into statements of love and defiance. By leveraging the universal language of football and the reach of video gaming communities, the campaign achieved impactful awareness, strengthening calls for equality while aligning the sport’s spirit with human rights advocacy. Join the fight for love and respect by sharing your virtual moments with #LoveWinsQatar and help demonstrate that love always wins.

Credits

Client

COGAM

Agency

Serviceplan

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