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...