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 75th Anniversary of the Universal Declaration of Human Rights, APDHE (Association for Human Rights Spain) wanted to protest against the moral outrage that this event represents. Through an action that would have enough impact to awaken the conscience of all the spectators who have directly or indirectly supported the World Cup in Qatar.

A simple and forceful idea that tackled the problem by moving away from conventional advertising, with the attack on human rights being the main focus of all the communication.

Human rights should not change with the nationality of the people, that's why Kickin' Rights Cup was created from the very beginning with a global perspective. A protest by APDHE (Association for Human Rights Spain) against an event that has the attention of the whole world must be understood worldwide. A direct and simple idea that communicates a global message in a very clear and visual way.

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Kickin' Rights Cup book is a redesign of the Universal Declaration of Human Rights in the same colors as seen on the official World Cup ball in Qatar. Inside you can read the 30 articles translated into 5 languages.

With a chroma key background, lighting similar to a football stadium and a Red One camera, we filmed this book at 600 fps in all possible movements. In post-production, we then integrated them into the World Cup plays using rotoscoping.

On kickingrightscup.com everyone could see how the book was deteriorating with each World Cup match. This required 64 pre-photographs of the book (one for each match) where an artist had to intervene the book photo by photo, deteriorating it more and more.

All this while still producing content for the social networks. Images and videos of the matches in real time in which the ball was replaced by the UN book.