The Not-So-Beautiful Game

Highlight that domestic violence still happens.

Hijack the World Cup.

Domestic violence is still a very real threat to men and women everywhere. It spikes around football matches with a 38% increase if England loses, 23% if they win and 11% the next day, win or lose.   

We wanted to bring these stats to life in a simple way that captured the brutal nature of domestic violence itself.

This was done by leveraging the key visual device that is the language of the World Cup: a nation’s flag. We reimagined these flags in a way that was truly shocking, and subsequently timed the release of each new flag to correspond with the kick-off of select matches. 

The campaign was credited as London’s “Most Talked About World Cup Campaign” with an organic online reach of over 5 million people on Facebook alone, alongside several outdoor and print spots.

In the end, it was even adopted by England’s National Health Service and the London Metropolitain Police as an official World Cup announcement.    

Awards and Honours: 
2019 - Cannes Lion, gold, Entertainment in Sport
2019 - Cannes Lion, shortlist, PR
2019 - Cannes Lion, shortlist, Glass Lion
2019 - WPPED Cream Awards, Highly Commended.
2018 - Campaign UK’s Top 10 of 2018
2018 - Epica Awards, gold
2018 - Kinsale Shark Awards, bronze

2018 - Featured in Campaign
2018 - Featured in The Drum
2018 - Ad Age editors pick
2018 - Lurzer’s Archive, featured

Role. . . . Creative
Agency. . . .  J. Walter Thompson, London

Field. . . . Print & Online

Published. . . . July 2018

Thank you

2017 — Frogtown, Los Angeles