Working with Juventus FC and the Italian Football League (Serie A), this campaign was created to challenge the problem of racism in football and discriminatory behaviour by fans toward players. A flaw identified with previous campaigns in this area is the lack of empathy and the wrongful heroing of the hashtag trend. The idea was to develop a tone of voice that targets the perpetrators and aspires to be emotional and passionate to reflect this target audience. Don’t make the beautiful game ugly. 3 day student brief. Australian Graphic Design Association (AGDA) Student Awards 2019 Finalist.