Role: Art Director
Cases of racism in the Conmebol Libertadores had broken records in the year of 2022. In April alone there were five matches in which racist incidents were recorded, by visiting fans, always against Brazilian teams. In that month, a fan of the Argentinean team River Plate threw a banana in the direction of Fortaleza fans. At the end of April, a Boca Juniors supporter was even arrested inside the Neo Química Arena, after making monkey gestures towards the Corinthians fans. Other similar episodes occurred in Argentina, with fans of Estudiantes de La Plata also offending supporters of Bragantino, and in Ecuador, when supporters of Emelec directed racist insults to a group of Palmeiras fans.
For the round of 16 matches of the Conmebol Libertadores, the Observatory of Racial Discrimination in Football and Amstel, the official beer sponsor of the competition, launched the movement 'Noise Against Racism', so that no one can remain silent in the face of racist acts. In addition to legal and psychological assistance to victims, conducted by the Observatory of Racial Discrimination in Football, the campaign calls on fans, opinion leaders, players, former athletes and digital influencers to speak out against racism in the stadiums. The announcements occurred during matches involving Brazilian teams.
To extend the dissemination of the campaign, Amstel takes advantage of advertising panels on the pitches and geolocated ads to communicate to around 300,000 fans. The action started on June 28, during the matches of Corinthians, Athletico Paranaense and Fortaleza, Palmeiras, Atlético Mineiro and Flamengo. In addition, there was an insertion inside the SBT broadcast. On social networks, the brand and the Observatory published content calling on the entire sports ecosystem to fight racism.
