Uncle Grey and Kitchen Brand Vipp Take Aim At FIFA in Reactive World Cup Ad

The World Cup has been filled with controversial attitudes and statements by FIFA, showcasing the true nature of the organisation (and not least their president) that is both out of touch with modern values but also makes it impossible for teams and fans to express their opinions. 

In truth, they are repressing freedom of speech and inclusion, as well as the opportunity to display solidarity with people of different genders and sexual identities.

And one person specifically has become the symbol of this hypocrisy – FIFA president, Gianni Infantino.

Vipp wants to promote free speech and the right of self-expression. So the brand leveraged its most ionic product to bring the point across. The bin.

Kasper Egelund, CEO, Vipp said: "We can see how values are getting tested as part of this World Cup and we don’t believe that people’s opportunity to express how they feel about it should be suppressed."

Lars Samuelsen, creative chairman and CSO, Uncle Grey said: "The cultural conversation and controversy that is happening as part of this World Cup provides an opportunity for Vipp to tell the world about what they believe in."

The campaign featured in the two largest newspapers (Berlingske Tidende and Politiken) and was picked up by news on TV by the largest TV-station in DK.