Cannes Lions
The Dream Final
MORTIERBRIGADE, Brussels / DE MORGEN NEWSPAPER / 2023
Overview
Entries
Credits
Overview
Background
On Sunday the 18th of December we witnessed the highlight of the most controversial World Cup ever.
A splendid final on the field... but unfortunately less beautiful in the stands.
The controverse was already covered massively in the world press.
Idea
We organized THE DREAM FINAL
A documentary made by artificial intelligence with the help of the DOP (or director of photography) Hadrien Hanse
creating images capturing the grandstands where everyone is welcome.
● Supporters who could finally show their love.
● Rainbow flags on jerseys. Faces. Everywhere.
● migrant workers invited in the stadium as guests of honor. Thanking them for all the hard work
Strategy
The controverse was already covered massively in the world press.
The Belgian newspaper De Morgen wanted to tell a story that hadn’t been covered yet.
Execution
A documentary made by artificial intelligence with the help of the DOP (or director of photography) Hadrien Hanse
creating images capturing the grandstands where everyone is welcome.
● Supporters who could finally show their love.
● Rainbow flags on jerseys. Faces. Everywhere.
● migrant workers invited in the stadium as guests of honor. Thanking them for all the hard work
The documentary was spread in De Morgen.... in film ... and on social platforms, for people to share this dream. And so they did.
The images were added to the Google Maps page of the Lusail stadium.
So they will be a virtual part of the stadium forever.
The most iconic images were exhibited and sold to the benefit of CAVARIA, an association that defends the rights of the LGBTQ+ community.
Outcome
With THE DREAM FINAL, we blew the final whistle on this tournament.
Showing everything it could have been, showing everything it should have been.
Similar Campaigns
9 items
