2022 Chip Shop ‘Best use of honesty’ Category Winner

I art directed and designed this creative which was inspired by the work of Amnesty International, who have campaigned tirelessly to raise awareness of migrant deaths in Qatar. With this campaign, the team and I were seeking to highlight Amnesty’s Qatar Report. The ultimate aim was to increase international pressure on the Qatar government to further protect workers, to transparently investigate the previous deaths of migrant workers and to fairly compensate their families. The World Cup is an incredibly high profile event, garnering the attention of millions globally, and almost all of that focus will be on the sport and players. The challenge here is to cut through the excitement and pull some of that focus on to the human rights abuses associated with the 2022 tournament. In order to achieve this, we have built the creative around an iconic English football slogan and England branded merchandise, which we know will immediately resonate with England fans. This mechanism provides a consistent platform which would allow us to run the campaign across a number of countries, essentially adapting the original campaign with similarly recognisable football slogans and merch for each location. Alongside our digital and traditional creative, I also mocked up a Netflix expose – Qatar 2022, Built on Blood. With expose and behind-the-scenes content currently leading the most viewed lists on Netflix – Inventing Anna, Drive to Survive, Bad Vegan etc – the stage is perfectly set for an investigative series around the 2022 World Cup.