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ANDY Awards

Creative Award
New York, United States
Forsman & Bodenfors x Forza Football x Blankspot - "Cards of Qatar" by ANDY Awards 2023

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TitleCards of Qatar
Agency
Campaign Cards of Qatar
Advertiser Forsman & Bodenfors x Forza Football x Blankspot
Brand Forsman & Bodenfors x Forza Football x Blankspot
Date of First Broadcast/Publication 2022 / 7
Business Sector Others
Philosophy Thousands of migrant workers have died or been injured while preparing Qatar for the 2022 FIFA World Cup. Four months before it begins, a new series of football cards highlight the humans behind the numbers and tell their heartbreaking stories.
“What we wanted to do was to tell the stories of those who died. Together with a team of local journalists in India, Nepal, and Bangladesh we collected stories of migrant workers directly from the families and widows they left behind. I think it’s our responsibility to get to know these people and their stories,” says Martin Schibbye, chief editor and co-founder of Blankspot, an investigative journalism platform behind the project.
Cards of Qatar is a collaborative project between the journalistic platform Blankspot, the app Forza Football and creative agency Forsman & Bodenfors. At first glance, everything from the portraits, the glossy surface, and the packaging creates the impression of authentic football cards. But at a closer look, the portraits and stories belong to migrant workers in Qatar, each with an unfiltered story of injuries or premature death.

The cards will be followed by long-form articles and interviews with players, politicians and workers’ organizations. There is also a digital extension for Forza Football and their 3 million active monthly users where you can tweet directly to people in the football community, encouraging them to share the stories.
”Cards of Qatar is a way to both spread the stories to a large audience while putting more pressure on FIFA and other organizations that organize sporting events. This is 2022. Major championships should not be organized by countries that do not respect fundamental human rights,” says Patrik Arnesson, founder of Forza Football.
But the 33 football cards is just the initial batch. The goal is to publish one card each day up until the World Cup begins and on the website www.cardsofqatar.com and Instagram and Twitter, people can read and share all the stories, which will be continuously updated with more stories up until the World Cup.
Media Type Case Study
Length
AI Description The ad opens with scenes from the announcement of Qatar being awarded the 2022 FIFA World Cup, followed by vivid portrayals of migrant workers who were involved in building infrastructure for the event. The video highlights their stories and suffering, contrasting the glamorous football scene with the harsh realities faced by these laborers. Emphasizing the human cost, the ad cites the 6,500 workers who have died during preparation for the World Cup. Interviews with the families of deceased workers and poignant visuals capture the emotional and social justice narrative. The 'Cards of Qatar' concept is revealed as a campaign to share these untold stories, urging viewers to acknowledge the workers as more than mere statistics. Through impactful imagery, the ad aims to raise awareness and evoke a sense of responsibility among audiences and sponsoring corporations.