STOCKHOLM, June 14, 2018 /PRNewswire/ -- During the
premiere of the World Cup in Russia, a gay couple kissing with Russian and
Saudi Arabian flags painted on their cheeks is displayed through a
tifo in Augmented Reality. Together with the message "Love Will Win
Tonight", the initiative urges people to take a stand against both
countries' oppressive LGBTQ rights and marriage inequality.
In the name of love, and flying under the flag of Marriage
Unblocked, Swedish sports fashion brand Björn Borg takes a stand
for LGBTQ rights in Russia. During
the Russia-Saudi Arabia game a bold AR-tifo is spread
around the globe and virtually snuck into the arena, so that anyone
watching the game can back the basic right to love anyone.
–We believe that sport is love and love is equal. The hidden
tifo is our way of supporting all love that's forced to stay hidden
in these two countries. It's a simple message – that in the
end – love will always win. We can't find a better moment to lift
this debate than during the World Cup in Russia says Jonas Lindberg Nyvang, Marketing
Director at Björn Borg.
Today, same-sex marriages are forbidden in 87% of all countries
in the world. In Russia, promoting
homosexuality is considered propaganda, and Saudi Arabia is considered to have some of the
worst LGBTQ rights in the world – where being gay is a crime that
can be punished by death.
The message is also spread in Russian media through targeted ads
in the country's most renown newspaper, The Moscow Times. Urging people to take a stand for
love and marriage equality with the message - "Love Will Win
Tonight."
The tifo will be possible to use during the whole World Cup.
Find it here: https://tifo.marriageunblocked.com/
How to use the tifo:
1. Visit: https://tifo.marriageunblocked.com/
2. Place the tifo on top of the crowd in the arena or in front
of the TV
3. Screenshot or save it to your camera roll and share it under
#MarriageUnblocked or #WorldCup2018
MARRIAGE UNBLOCKED – WALK DOWN THE AISLE ON
BLOCKCHAIN
Marriage Unblocked is a digital platform that enables anyone to
walk down the aisle digitally, store their encrypted vows forever
and get a certificate of their digital marriage.
Blockchain is a new technology that allows users to store
information forever, without the involvement of any third parties
such as the state or the church. The most renown use case is
Bitcoin, a cryptocurrency – but blockchain can be used to
decentralize any system of power, not only banking. Now Björn Borg
uses the same technology to challenge the control of love and open
up marriages for all.
Visit the platform here:
http://www.marriageunblocked.com/
Watch the film about equal love here:
https://www.youtube.com/watch?v=Kpt_DPeRWGw&t=3s
Download press kit here: https://we.tl/ultAJxZeLJ
For more information & pictures, please contact:
Johanna Juhlin, Brand Marketing
Manager, Björn Borg
johanna.juhlin@bjornborg.com, +4673 5027216.
Emma Bengtsson, PR and Social Media Manager, Björn Borg
emma.bengtsson@bjornborg.com, +4673 0579820.
CONTACT:
JOHANNA JUHLIN
Brand Marketing Manager
BJÖRN BORG AB
Mobile: +46 73 502 72 16
Email: johanna.juhlin@bjornborg.com
EMMA BENGTSSON
PR & Social Media Manager
BJÖRN BORG AB
Mobile: +46 73 057 98 20
Email: emma.bengtsson@bjornborg.com
This information was brought to you by Cision
http://news.cision.com
The following files are available for download:
http://mb.cision.com/Main/897/2548935/860603.pdf
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