Deloitte Digital and Twitterperlen teamed up for a #OneLove alternative campaign which uses smartphone AR filters to enable fans to (virtually) dye the hair of the German national team players in the colours of the rainbow and share the images socially.
The ‘One Love’ skippers’ armband initiative hogged many of the early 2022 FIFA Men’s World Cup headlines as eight European team captains initially agreed to wear the branded arm bracelets as a form of protest against Qatar’s anti-equality and -LGBTQ laws before dropping the planned protest after FIFA threatened to punish them by issuing yellow cards to any player wearing a ‘political’ symbol on the pitch.
As FIFA decided not to allow the one love band on the football pitch, let’s show it on Twitter instead!
Let’s unite for love! ️#onelove #FIFAWorldCup pic.twitter.com/pgu9QMMMnV— Jeroen de Baaij (@jeroendebaaij) November 21, 2022
These events left many fans and brands feeling furious: indeed, German REWE supermarket chain terminated its sponsorship contract with the German Football Federation (DFB) immediately after the team’s skipper Manuel Neuer (like his European counterparts) stepped back from wearing the ‘One Love’ armband.
Rewe has pulled sponsorship of the German football team after failing to wear One love in Qatar German Telecom also discussing doing similar https://t.co/OxNgKZehj0
— Andy (@Apwhite1402) November 22, 2022
Launched overnight in a direct response to FIFA’s threats and the teams’ abandoning their plans, creative consultancy Deloitte Digital and entertainment platform Twitterperlen joined forces to create a social media campaign enabling fans to virtually dye the hair of the German players in the colours of the rainbow.
Running under the tagline “If You Can’t, Your Fans Can” and linked to the hashtag #weARonenlove, the campaign mechanic used a smartphone augmented reality filter – called ‘Rainbow AR’ – which enabled supporters to take photos of the players and then use the filter to colour the hair of the German team and then publish them across their social channels.
The resulting images were then also distributed across the different Twitterperlen channels including Instagram, Facebook, Twitter and TikTok.
Und so funktioniert's:
Holt euch den „Rainbow Hair“-Filter und sorgt in euren Storys & Co. dafür, dass unsere Jungs Flagge zeigen! ️❤️ #GERJPN #OneLove #weARonelove
Hier geht's zum Filter: https://t.co/65BcrsAp41 pic.twitter.com/QxZNUze0Bt
— Twítterperlen (@tperlen) November 23, 2022
Gefällt mir besonders gut pic.twitter.com/3SSrXKmNbQ
— Stina (@Stina2312) November 23, 2022
Hey @DFB_Team, bitte seid kreativ!#BoycottQatar2022 #FIFAWorldCup #Qatar2022 pic.twitter.com/dhN2DdcP4O
— DerLandi (@der_landi) November 21, 2022
“Sometimes anger (in relation to what has happened in the last few days) unleashes creativity. And creativity always ends up breaking through,” commented Deloitte Digital Chief Creative Officer Reza Ramezani.
“If you don’t want impotence to win, you have to do something about it. Let’s turn the anger we feel right now into something good,” added Twitterperlen Founders Julian Kaufmann and Dali Ivkovic.
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Founded eight years ago, Twitterperlen – which was created by the Dijk agency and boasts more than half a million users and 14 million page views per month – is an engine-based social platform which selects the most original and fun tweets in German originally on Twitter and then later on other platforms.
The ‘One Love’ Qatar 2022 armband initiative itself was originally started by the Dutch Football Federation (KNVB) and following on from FIFA’s edict against players plenty of other people from the football and non-football world sported the armbands and/or made other forms of protest.
#OneLove pic.twitter.com/L5itnDJcsI
— Nancy Faeser (@NancyFaeser) November 23, 2022
Alex scott a women who has just come out and now is in a country where she she can be killed or imprisoned for being part of the community is wearing the one love armband, brave and powerful stuff from her pic.twitter.com/1f2RYvtpDg
— A (@Ava_wfc) November 21, 2022
If it’s not allowed in Qatar, then we wear it in the European Parliament in Strasbourg ! pic.twitter.com/KNquZ9sval
— Guy Verhofstadt (@guyverhofstadt) November 24, 2022
10 European Football associations had planned to wear the One Love armband. Threats to sanction players for wearing messages in support of human rights and equality is the latest example of FIFA failing to fully uphold its own values and responsibilities. pic.twitter.com/650vyUBisw
— Amnesty International (@amnesty) November 24, 2022
No #OneLove armbands?
Get one of our progress flag armbands FREE!
We’ll be giving one away each day for the next 7 days (for the 7 countries that stood down from wearing them today)
Like, RT this post & make sure you’re following us & we’ll choose a winner at 5pm GMT tomorrow pic.twitter.com/qtK0Yn0EPq
— FootballvHomophobia (@FvHtweets) November 21, 2022
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