Context: Since its announcement, the 2022 World Cup in Qatar was marred by many scandals: corruption, violation of human rights, thousands of deaths, ecological disaster... And as the kick-off approached, the whole world called for a boycott.

Brief: Everyone was crying out for a boycott, but no one was offering an alternative.

Objective: Propose an alternative to the World Cup that highlights earth, agriculture and ecology,

3 essential issues threatened by this competition.

France is known to be a center of militancy and political commitment. This is why, here more than elsewhere, many people have pledged to boycott the World Cup. This is why, here more than elsewhere, it was necessary to propose an alternative. Moreover, the streaming platform aunomdelaterre.tv enjoys a great notoriety in France since it was named after a famous movie "In the name of the earth" with Guillaume Canet and directed by Edouard Bergeon one of the two co-founders of the streaming platform.

Aunomdelaterre.tv is in a way the Netflix of ecology and agriculture. An alternative to the American streaming giants, which had to adopt an alternative posture to face a mainstream and unethical event like the 2022 World Cup in Qatar.

To offer an alternative to those refusing to watch the world cup in Qatar, aunomdelaterre.tv broadcasted 64 films and documentaries for free during each match. Over 5760 minutes of content, to raise awareness about the ecological issues and the world of agriculture.

During the two months of the competition, the media would be overwhelmed by the World Cup and the rhythm of the matches.Our idea was therefore to hack the matches by broadcasting our films free of charge during match times. Each documentary was linked to the country hosting the game.

For example, when USA played against Wales the 21 November at 20:00, we broadcasted at 20:00 a documentary on livestock market in the US. When Mexico was playing against Poland the 22th November at 17:00, we broadcasted at 17:00 a documentary on plastic management in Latin America.

And so on…

On our website: aunomdelaterre.tv we developed a special World Cup section where a new documentary was broadcasted for free and in free access each time a new match started. Anyone could watch a documentary rather than a match by just logging into our website. To make our program known among the general public, we made extensive use of social network by posting content before each World Cup match, inviting people to watch our documentaries.

Results :

64 documentaries broadcasted.

5760 minutes of content to raise awareness about the ecological issues and the agricultural world.

110 million people reached

+415% traffic on the platform

14 964 subscribers on the platform

The streaming platform aunomdelaterre.tv enjoys a great notoriety in France since it was named after a famous movie "In the name of the earth" with Guillaume Canet and directed by Edouard Bergeon one of the two co-founders of the streaming platform. Moreover, France is a rural country since 88% of municipalities are located in rural areas. This explains the great attachment of the French to the rural world, to the countryside and generally to ecology and therefore the fact that a streaming platform dedicated to these subjects was naturally born in France.