La Barra Inocente

ESPN faced the challenge of tackling violence and homophobia in stadiums, in a society that not only normalizes it but unknowingly passes it down to younger generations.

To break the cycle, we created "La Barra Inocente" (The Innocent Hooligans): a controversial, viral stunt that brought homophobic chants to an unexpected setting an amateur kids’ match.

The contrast was striking. What many perceived as “harmless stadium chants” instantly became disturbing and uncomfortable.

We proved that these words were never innocent. Not on the field, not off it.
So why are we still shouting them?