Proud Pitch
2021

Proud Pitch is fundamentally an Instagram filter meticulously designed to promote the values of inclusivity and diversity. Its spotlight moment occurred during the EURO 2021 games, a prominent sporting event in 2021. The filter's brilliance lies in its simplicity, transforming the pitch into the vibrant colors of the rainbow flag in real-time as viewers tune into the games.

Beyond its visual appeal, Proud Pitch conveys a profound message of acceptance and solidarity, transcending boundaries of background, identity, or orientation. As sports enthusiasts worldwide engaged with the EURO 2021 games, Proud Pitch served as a beacon, emphasizing that sports are for everyone.

This exceptional project, showcasing the impactful synergy of design and technology in fostering positive change, materialized within an impressive 48 hours. Timely for the subsequent round of the EUROs 2021

Credits

Executive Creative Director: Lukas Lund
Design Director: Carl Angelo
Creative Director: Martin Nørgaard Furze
Creative Director: Martin Ginsborg
Creative Technologist: Oliver Gormsen
Account Director: Brian Schøler
Client Service Director: Morten Ingemann
PR Consultant: Camilla Sebelius
Creative Director: Tim Pashen
Creative: Alexander Winge Leisner
Sound Designer: Bjørn Vidø