{"id":4294,"date":"2018-10-15T17:23:30","date_gmt":"2018-10-15T15:23:30","guid":{"rendered":"https:\/\/havas.cz\/uncategorized\/amnesty-international-nemci\/"},"modified":"2019-10-03T12:11:36","modified_gmt":"2019-10-03T10:11:36","slug":"an-illegal-celebration","status":"publish","type":"post","link":"https:\/\/havas.cz\/en\/society-en\/an-illegal-celebration\/","title":{"rendered":"An illegal celebration"},"content":{"rendered":"

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Emotion-filled moments<\/span><\/p>\n

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Amnesty International wanted to increase awareness of this absurd law beyond the borders of Russia. We decided to make use of the popularity of the FIFA World Cup held in the country. Players from national teams are often seen in relatively intimate positions while playing football. Emotion-filled moments are all part of the character of football pitches, especially when players celebrate a goal. Suddenly, this could be risky for players. According to the \u201canti-gay\u201d law, they could face a fine, be deported or even face prison for such behaviours.<\/span><\/p>\n

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We placed the problem of a minority into the spotlight of the majority.<\/span><\/p>\n

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We photographed models who looked just like certain players like, for example, Antoine Griezmann from France. In post-production, we created the impression that the resulting image came from an actual match. All we needed was 100,000 copies of three renowned magazines and this novel PR campaign was out. People outside of Russia didn\u2019t know about the \u201canti-gay\u201d law, and they actually disassociated from it. Now it\u2019s definitely relevant. We placed the problem of a minority into the spotlight of the majority.<\/span><\/p>\n

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