With the help of the artist Eugenio Ampudia, we created a non-classic advertising film in which there was no text, no jingles, no voice-over, not even music. Just a very eloquent image: the best "kickers" in the world playing with the Universal Declaration of Human Rights at the World Cup in Qatar. In the piece we could see all the teams that played in the World Cup participating in the same play that ends with a goal. A single message closes the piece: human rights should not be part of the game.

Qatar was chosen to host the World Cup, a country where laws are enforced to silence certain voices, where LGTBIQ+ people are persecuted, and where women need a man's permission to make almost any decision.

On the occasion of the 75th anniversary of the Universal Declaration of Human Rights, APDHE (Association for Human Rights Spain) decided to protest against this event.

The main objective was to create a notorious and groundbreaking action, far away from traditional advertising and addressing the issue of the World Cup in Qatar from a global perspective, with the absence of human rights being the main focus of everything.

200M impacts around the world, 73% reach of the Spanish population, 1.6M € earned media during the World Cup, 0 € media budget and 54.918 kicks that the world will never forget.

APDHE not only managed to make its protest gain strength as the World Cup progressed thanks to the deterioration of the book with each match, the content we uploaded in real time or the millions of viewers who saw our work an hour before the final. But it made the denunciation continue after the World Cup was over through its networks and appearances at events. However, it was thanks to all the people who shared the work that this idea became a global social denunciation.

Kickin' Rights Cup has given APDHE the highest visibility since its foundation in 1976. This has encouraged them to continue promoting this type of initiative and to generate new alliances.

Kickin' Rights Cup reminds us of our privileged situation in comparison to countries like Qatar, where almost every article of the Universal Declaration of Human Rights is violated. A work that starts as a denunciation to the country organizing the World Cup, but whose message is directed to the whole world, because our rights should not depend on the place where we are born. That is why APDHE (Association for Human Rights Spain) decided to take advantage of an event followed all over the world to make people from all countries aware of this problem, and thanks to this, encourage many more people to join the protest.