28/11/2022

AR Virtual Dyed Hair Replaces Rainbow Armbands In Deloitte Digital & Twitterperlen ‘One Love’ German Team Qatar 2022 Protest

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.

 

 

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.

 

 

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.

 

 

 

 

“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.

 

 

Comment

 

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.

 

 

 

 

 

 

 

 

 



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