Working with Juventus FC and the Italian Football League (Serie A), this campaign was created to challenge the problem of racism in football and discriminatory behaviour by fans toward players.
A flaw identified with previous campaigns in this area is the lack of empathy and the wrongful heroing of the hashtag trend. The idea was to develop a tone of voice that targets the perpetrators and aspires to be emotional and passionate to reflect this target audience.
Don’t make the beautiful game ugly.
Don’t make the beautiful game ugly.
3 day student brief.
Australian Graphic Design Association (AGDA) Student Awards 2019 Finalist.
