When advertising embraces a purpose, it can change the world

LOLA Mullen Lowe, the agency, used the global attention surrounding the 2018 FIFA World Cup to draw attention to the harsh climate facing the LGBTQ community in Russia, which was hosting the competition.

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...

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