Sports fashion brand Björn Borg and Nordic agency NORD DDB send an incredibly powerful and daring message, proclaiming LGBTQ support at the Russia-Saudi Arabia soccer game. The message showed an Augmented Reality-fueled tifo, where a gay couple was displayed kissing. The individuals were shown with painted Russian and Saudi Arabian flags on their faces. The powerful LGBTQ support campaign basically "hijacked" the World Cup premiere to protest both countries' laws centered around gay rights and marriage.
Without a doubt, the Björn Borg x NORD DDB campaign diverted audience's attention away from the impending game. The message of the LGBTQ support campaign also reads the slogan 'Love Will Win Tonight.' The bold initative is a part of an ongoing project, dubbed 'Marriage Unlocked,' that gained further publicity with targeted ads in The Moscow Times.