Together, Absolut and BALR. stand up for more LGBTIQA* tolerance in sport and especially in professional football. I’ve written this manifest which was the base of the theme, campaign role out and copy treatment.

We’re living in a world that’s making a shift towards a more inclusive society,
to put an end to outdated ideas and bring us together through shared progressive values.

There is one passion, however, that is resisting.

Football.

ABSOLUT. and BALR. have decided to act to overcome this resistance shown by the football community.
To initiate conversations with fans, players and governing bodies to bring about real change.

ABSOLUT.’s natural setting is the nightlife scene. It represents a place of comfort, a place to stand out and express yourself as an individual. This is where we find the heritage of the pride LGBTIQ+ community. Be extravagant, show yourself and claim your spotlight.

The world of football is built around the collective, delivering your best performance on the field to the benefit of the team. Individuality doesn’t add up to the team performance. This contradiction in these two worlds can be a strong start for the social conversations and to find each other on a shared playground.

This playground is called… Club Life

• Art Direction
• Concept