Visit Tottenham
Drop Visit Rwanda from the Arsenal kit.
The brief
Highlight the situation in DR Congo.
The strategy
Lean on rivalry and humour to reflect the unsavoury nature of the Visit Rwanda x Arsenal partnership.
The idea
Portray Tottenham as a more palatable sleeve sponsor than Rwanda, using tactical billboards and a faux Tottenham tourism ad to drive re-appraisal. Harnessing the energy generated under the banner of "Gunners for Peace" to create opportunities where spokespeople could communicate a nuanced challenge to Visit Rwanda's place on the Arsenal kit.
The results
The campaign generated worldwide debate, amplifying the pressure for Arsenal to change tact. Coverage was widespread, with BBC Sport, BBC Worldwide, Daily Mail, Daily Telegraph, The Athletic, ESPN and Sky Sports all featuring the Gunners for Peace message.
Credits
Agency: Serious People and Broadcast Revolution