Denmark is one of the most progressive nations in the world for LGBTQ+ equality: Decriminalising homosexuality in 1933 and legalising same-sex partnerships 1989. So it's with pride that Copenhagen Pride has equality and human rights in their DNA.
But not all countries are fortunate to have such a progressive and open-minded history. When Copenhagen Pride saw injustice was happening in the world of football, they wanted to push their brand purpose outside of Danish borders and onto the global stage.
Introducing PROUD PITCH, a digital protest tool that allowed anyone to turn a football pitch into a rainbow flag, using an Instagram filter, live during the EURO 2021 football tournament.
All football fans had to do was search PROUD PITCH in the filter gallery on Instagram – record a live story from a football match – place the rainbow flag on the pitch – and share it with the world.
Timing was of the essence as we needed to react rapidly to UEFA's disgraceful decision to ban the rainbow flag on the stadium. With that in mind, we created the entire project in less than 48 hours, from idea and prototyping to launch film – just in time for the next round of games.
Launching when all eyes were on the biggest sporting event in the world resulted in a huge increase in traffic to the Copenhagen Pride website and interaction on social channels. Almost 40.000 stories were shared on Instagram, tagging UEFA, 1.3 million people were exposed to the campaign in news media, all for $0 media spend. Stories were shared across all nordic nations, even reaching the UK and US. And quite fittingly, the gender split was almost equal - 50% male, 48% female and 2% undefined. Proving that no matter the score, or your sexuality, #LoveAlwaysWins.