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The Chip Shop Awards
Over the last few years, myself and my team have submitted a number of entries to The Drum’s legendary Chip Shop Awards, with most submissions shortlisted, and one major win.
Winner - Chip Award
This creative was inspired by the work of Amnesty International, who have campaigned tirelessly to raise awareness of migrant deaths in Qatar.
The World Cup is an incredibly high profile event, garnering the attention of millions globally, and almost all of that focus will be on the sport and players. The challenge here is to cut through the excitement and pull some of that focus on to the human rights abuses associated with the 2022 tournament.
In order to achieve this, we have built the creative around an iconic English football slogan and England branded merchandise, which we know will immediately resonate with England fans. The stark contrast between English sporting pride and the grim reality of Qatar’s migrant deaths is designed to garner attention, anger and ultimately action from fans.
