PENALTY / ESPN W- BRAZIL
THERE'S ONE OPPONENT THAT ONLY WOMEN HAVE TO BEAT IN SPORTS.
FOR FEMALE ATHLETES EVERYTHING IS LOWER. PLAY AGAINST INEQUALITY.
THE BALL IS ALREADY IN PLAY.
Building on the success of the Inequality Courts, ESPN W and Penalty launched a new initiative this year. The aim was to create balls that could serve as infographics, highlighting the gender disparity in sports. This creative endeavor garnered widespread attention and support from influential athletes, earning significant media coverage.
However, the initiative was more than just a public relations and promotional tool. We also made 2,000 of these special balls available for purchase on Netshoes, the largest sports e-commerce platform in the world. This allowed us to extend the reach of our message and promote awareness of gender inequality in sports to an even broader audience.
Creative Team: Marco Bezerra (CD), Sophie Schonburg (CD),
Bill Queiroga (ART), Guzera Alves (COPY).