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Amnesty International Vlaanderen: Amnesty World Cup


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The World Cup in Qatar and the performance of the Red Devils will dominate the news in the coming weeks. Will this World Cup be a highlight or a low point for our national team? For Amnesty International, for now, this tournament is at an all-time low. At least when it comes to human rights.

Amnesty International has long been campaigning with the hashtag #PayUpFIFA to raise the human rights violations that came with hosting the World Cup in Qatar. Indeed, Amnesty is calling on FIFA to compensate the migrant workers and their relatives with at least as much prize money as the World Cup winner receives. For now, without any real concessions.

Belgian national tv is not avoiding the issue either and will pay the necessary attention to this topic.

iO took a symbolic approach and let Amnesty present its version of the World Cup as a tribute to the hardest-working team at this tournament.

The 3D World Cup took shape through every signature submitted online, as each signature resulted in an additional printing session to complete it. The result can be seen on the petition platform's thank-you page. This way, Amnesty continues to put pressure on FIFA even during the World Cup.

The campaign runs on Belgian national tv and was made possible thanks to the willing cooperation of all parties involved.
Credits Other credits

Client: Amnesty International

Contacts: Alix Bolsens, Griet Ryckeboer, Wies Degraeve

Agency: iO

Account team: Stephanie Katic, Ena Stevens, Eve Tang

Executive Creative Director: Sam De Win

Creative team: Ivan Moons, Wouter Huyghe

Directed by Jeroen Slenders

3D design: Anti-Static - Arne Goossens, Griffin Peeters, Samuel Joos

DOP: Nico Vandepoel

Sound studio: Raygun

Fixer: Frank Cuypers

Stadium: Seppe Vanpeteghem - KV Mechelen

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