A DIGITAL PROTEST TOOL EXECUTED IN 48 HOURS
Sports should include everyone. However, during EURO ‘21, UEFA officially banned the rainbow colours from entering the stadium. So, together with Copenhagen Pride, we created a digital protest tool, allowing the pride flag to always be present during the games – taking it from idea to inception in 48 hours.
HOW IT WORKED
Using a technique called keying, we turned every football pitch during EURO ‘21 into a green screen – allowing viewers at home to digitally transform it into a pride flag.
All they had to do was to search for PROUD PITCH in the filter gallery on Instagram, record a live story from a football match, place the rainbow flag on the pitch - then share it with the world.
Using Spark AR, this hack utilized a complex live tracking technology to place the flag on every screen or green surface, regardless of texture and colour complexity.
In a matter of 48 hours, and just in time for the next round of games, PROUD PITCH generated thousands of shares and mentions leading up to the finals. Proving that no matter the score #LoveAlwaysWins.
A response far from over, the filter continues to be used as a tool to flag injustice in the world of sports, where homophobia is prevalent to this day. It can still be found in the Instagram filter gallery by searching for PROUD PITCH.