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The BAR: Beer Assistance Referee
Migrant workers in Qatar continue to face labour abuses. Curtailment of freedom of expression even increased in the run-up to FIFA World Cup 2022. The BAR is about taking a stand.
This Brief
The 2022 FIFA World Cup was heading to Qatar, and the conversation surrounding it was hard (and should be hard) to ignore. Migrant workers continued to face serious abuse in labour and freedom of expression was being limited. Football fans were caught between love for the game, and discomfort about where it was being played.
Poesiat & Kater wanted to take a stand, and we wanted to help them. More importantly, we wanted to give people a way to join them.
This Approach
We designed the BAR: the Beer Assistance Referee; a limited edition beer. It’s split down the middle: one side red, one side yellow. This way, fans could raise a card instead of just raising a glass, for one of the most controversial World Cups ever.
No need for any long statement, we just wanted a simple way for fans to show their colours, and start a conversation.
This Result
2,3 million media impressions and featured on Hart van Nederland. The beer can became a talking point beyond just around the TV. Activism is about taking a stance, and the BAR was about being able to show it.
CREDITS
Film & Edit Robin Pijpers
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