espnW Design & Branding Inequality Balls, 3 by Africa Sao Paulo

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Inequality Balls, 3

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Industry TV Channels/Radio Stations and Programmes, Human Rights
Media Design & Branding
Market Brazil
Agency Africa Sao Paulo
Chief Creative Officer Sérgio Gordilho
Creative Director Marco Bezerra, Sophie Schonburg
Art Director Bill Queiroga
Copywriter Guzera
Production Primo Buenos Aires
Director Nixon Freire
Released April 2018

Credits & Description

Agency: Africa
Client: ESPN
Product: espnW
Partners: Netshoes and Penalty
CCO: Sergio Gordilho
Creative Directors: Sophie Schonburg / Marco Bezerra
Copywriter: Guzera
Art Director: Bill Queiroga
Special Projects: Monique Lopes Lima / Fernanda Segura / Julia Newman
Agency Producers: Rodrigo Ferrari / Patricia Melito
Client Services: Carolina Boccia/ Bruna Alonso/ Rafael Nogueira / Mariana Marcao
Project Manager: Carolina Mader
Media: Luiz Fernando Vieira/ Rodrigo Famelli / Gabriela Dib / Carlos Guerra
Planning: Rodrigo Maroni / Aldo Pini / Isadora Marchesini / Thiago Nascimento
Production Company: PBA
Director: Nixon Freire
Executive Producers: Joao Luz / Nivio Alves de Souza
Production Director: Paulo Vicente
D.O.P.: Nixon Freire
Editing: Matheus Razera Tibira
Post Production: Warriors VFX
Color Correction: Bleach
Sound Design: Quiet City Music + Sound
Sound Producer: Chris Jordao
Sound Executive Producers: Lu Fernandes / Xanna D’Aguiar
Photographer: Rodrigo Pirim
Approved by: Leandro Simoes / Alexandre Lopes / Marian Nicolau
Published: April 2018
Synopsis:
The “Inequality Balls” Project draws the attention to gender inequality turning different sports balls into a visual representation of the problem
espnW, in partnership with Penalty and Netshoes launches a campaign that illustrates inequality between men and women in sports. The objective is to draw attention to the huge gap in terms of investments, prize money and salaries.
The project, created by ad agency Africa, kicks off with a launch film featuring female athletes who are icons in Brazilian sports, such as Jaqueline Silva, Virna Dias, Betina Schmidt and Camila Brait, from volleyball, Alline Calandrini, from soccer and Marisa Cintra, from freestyle soccer. Called Inequality Balls, it brings exclusive balls that were produced by Penalty – the largest Brazilian sporting goods manufacturer - and will be sold and distributed all over Brazil by Netshoes, the leading sports online retailer in Latin America. The profit from the sales will be donated to female empowerment NGO Think Olga and others.
The initiative was born as an answer to a survey conducted by the British newspaper Sporting Intelligence in 2017 that analyzed the salaries of 465 teams in 29 different leagues, in 16 countries for 9 different sports and highlighted the huge gender gap present in all sports. To draw the attention to the matter and prompt effective changes, the project uses two colors in basketballs, soccer balls, handballs, and volleyballs as a visual representation of the differences between female and male athletes.