During the World Cup in Qatar, a last minute U-turn from FIFA sanctioned the removal of the ‘One Love’ rainbow arm band from players arms. Fans carrying anything with a rainbows into stadiums had them removed. Some were verbally and physically abused. Representation was erased from the global event being broadcast to millions of people. We created Aiko, an ai meta-human who acts and behaves like a footballer and influencer. Aiko can appear in all the spaces (safely) where the LGBTQ+ community could not during the World Cup, giving LGBTQ+ football fans the representation they deserve in a game that belongs to EVERYONE.
Aiko behaved like an influencer, engaging with followers, teasing his travel plans. At first he didn’t reveal his true agenda.
Aiko landed in Qatar making appearances outside the very stadiums that were denying entry to fans wearing rainbows.
Aiko started making appearances with key stakeholders of the game, presenting fans with an alternative more inclusive narrative.
News of Aiko’s arrival started to spread and football publishing platforms and communities started to repost Aiko’s story.
In an act of protest, Aiko took to the pitch ahead of key games. He invited the LGBTQ+ community and allies to stand with him using an augmented reality filter.
Aiko appeared alongside some of the games most prominent figures provoking discussion. Supporters all over the globe were invited to check into the stadium and #StandWithAiko by using the augmented reality filter with Aiko bearing the LGBTQ+ pride flag.
With a budget of only £500 the strategically targeted social media campaigned reached over 100K+ people attending the World Cup.