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.
3 day student brief.
Australian Graphic Design Association (AGDA) Student Awards 2019 Finalist.
Recently expanded on this campaign as the issue still needs addressing. People never learn.