The underwear company debuted a visual featuring a gay couple kissing during the Russia vs. Saudi Arabia game in a move that combined AR and social media to promote marriage rights for all

Taking a stance for LGBTQ equality and rights, Swedish underwear brand Björn Borg created an augmented reality campaign that tied in with the commencement of the World Cup. As part of the effort, the brand invited fans to visit an online platform called Marriage Unblocked during the first match, which pitted Russia against Saudi Arabia.

Users were able to access an augmented reality visual—called a “tifo”—of a gay couple kissing, and superimpose the image above the crowd on their desktop or phone to share on social media with the hashtag #MarriageUnblocked or #WorldCup2018. Each member of the couple donned one of the country's flags on their cheek, and the image was accompanied by the text “Love will win tonight.”

The initiative is an especially bold and impactful step, as neither Russia nor Saudi Arabia permits same-sex marriages, and LGBTQ individuals in both places face significant challenges due to the stigma surrounding homosexuality. In a creative integration of AR and social media with a cultural event, Björn Borg is positioning itself as a progressive brand that cares about community support as it reaches out to a wide audience.

Björn Borg


Lead image: Björn Borg via Twitter

Taking a stance for LGBTQ equality and rights, Swedish underwear brand Björn Borg created an augmented reality campaign that tied in with the commencement of the World Cup. As part of the effort, the brand invited fans to visit an online platform called Marriage Unblocked during the first match, which pitted Russia against Saudi Arabia.

Users were able to access an augmented reality visual—called a “tifo”—of a gay couple kissing, and superimpose the image above the crowd on their desktop or phone to share on social media with the hashtag #MarriageUnblocked or #WorldCup2018. Each member of the couple donned one of the country's flags on their cheek, and the image was accompanied by the text “Love will win tonight.”