During the premiere game of the 2018 World Cup in Russia, Swedish underwear brand Björn Borg created an LGBTQ AR experience that took a stand against Russia and Saudia Arabia's harsh stands on LGBTQ equality and rights. To create this LGBTQ AR experience, Björn Borg invited users to engage with the AR app tifo and to aim it at the crown during the Russia vs. Saudi Arabia game.
The image shown in the LGBTQ AR experience featured a gay couple kissing with the hashtag #MarriageUnblocked or #WorldCup2018. Each man in the AR image donned one of the country's flags on their cheek and was accompanied by the phrase "Love will win tonight."
This creative integration by Björn Borg was an incredible move for the brand as it shows them as a progressive brand that cares about community support, while also showing its ability to embrace technology in an interactive way.
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