It’s well understood that purpose-driven marketing gives consumers an emotional way to connect with a brand that may, in fact, be more powerful than the product itself.

And, as one agency in Madrid demonstrated during the 2018 FIFA World Cup in Russia, a brilliant creative idea that engages audiences in a non-traditional manner can be a powerful, purposeful tool to combat social injustice.

The brief: How do you denounce laws that discriminate against the LBGTI community while one of the world’s greatest events is happening?

The unusual medium: Colorful soccer jerseys.

The original RFP came from ElDiario.es, the Spanish online newspaper, and The Federación Estatal de Lesbianas, Gays, Transexuales y Bisexuales (FELGRB), one of Spain’s most prominent organizations in this area. And the two organizations combined their influence to develop a strategy that would “celebrate diversity and love in a place where celebrating diversity is not easy."