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During the premiere of the World Cup in Russia, a gay couple kissing with Russian and Saudi Arabian flags painted on their cheeks was displayed through Together with the message “Love Will Win Tonight”. The message was also spread in The Moscow Times with banners taking over the front page all day. The initiative urges people to take a stand against both countries’ oppressive LGBTQ rights and marriage inequality.

During the Russia-Saudi Arabia game a bold AR-tifo is spread around the globe and virtually snuck into the arena, so that anyone watching the game can back the basic right to love anyone. The activity is a part of Marriage Unblocked, an initative launched earlier this week made by Nordic agency NORD DDB for the Swedish Sports fashion brand Björn Borg.

We believe that sport is love and love is equal. The hidden tifo is our way of supporting all love that’s forced to stay hidden in these two countries. It’s a simple message – that in the end – love will always win. We can’t find a better moment to lift this debate than during the World Cup in Russia says Jonas Lindberg Nyvang, Marketing Director at Björn Borg. Today, same-sex marriages are forbidden in 87% of all countries in the world. In Russia, promoting homosexuality is considered propaganda, and Saudi Arabia is considered to have some of the worst LGBTQ rights in the world – where being gay is a crime that can be punished by death.

Technology is great. With this ar tifo we could hijack one of the worlds biggest sports events, without being there physically. We think it ́s a great way for Björn Borg to be a part of popculture and take a stand in this important subject, says Fredrik Simonsson, creative, NORD DDB. The message was also spread in Russian media through targeted ads in the country’s most renown newspaper, The Moscow Times. Urging people to take a stand for love and marriage equality with the message - “Love Will Win Tonight.” The tifo will be possible to use during the whole World Cup.