espnW Outdoor, Ambient, Case study Inequality Courts [image] by Africa Sao Paulo

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Inequality Courts [image]

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Industry Sports Teams & Events, TV Channels/Radio Stations and Programmes
Media Outdoor, Billboard, Poster, Transportation & Vehicles, Ambient, Case study
Market Brazil
Agency Africa Sao Paulo
Chief Creative Officer Sérgio Gordilho
Creative Director Pedro Bullos, Valdir Bianchi
Art Director Linus Oura
Copywriter Tiago Abreu
Production Bossa Nova
Director Tiago Venturi
Released January 2017


Cannes Lions 2017
Outdoor Use of Outdoor: Use of Ambient Outdoor Bronze Lion

Credits & Description

Title: Inequality Courts
Agency: Africa
Brand: Espnw
Brand: Institucional Día Internacional de La Mujer de Espn Brasil
Country: Brazil
Entrant Company: Africa, São Paulo
Advertising Agency: Africa, São Paulo
Production Company: Kalangus, São Paulo / La Carretera Filmes, São Paulo
Chief Creative Officer: Sergio Gordilho (Africa)
Copywriter: Tiago Abreu (Africa)
Art Director: Linus Oura (Africa)
Print Producers: Carla Lustosa (Africa)
Print Producers: Edson Harada (Africa)
Creative Director: Pedro Bullos (Africa)
Creative Director: Valdir Bianchi (Africa)
Project Creative Director: Monique Lopes Lima (Africa)
Project Manager: Eliot Tosta (Africa)
Project Manager: Mila Battistoni (Africa)
Client Services: Julia Newman (Africa)
Client Services: Carolina Boccia (Africa)
Client Services: Carolina Mader (Africa)
Client Services: Junior Souza (Africa)
Client Services: Lucas Fajardo (Africa)
Media Team: Gabriel Roveri (Africa)
Media Team: Luiz Fernando Vieira (Africa)
Media Team: Rodrigo Famelli (Africa)
Planning Team: Rodrigo Maroni (Africa)
Digital Creative Director: Yuri Mussoli (Africa)
Agency Producer: Rodrigo Ferrari (Africa)
Agency Producer: Stella Gafo (Africa)
Director: Tiago Venturi (Bossa Nova Films)
Director Of Photography: Walter Carvalho (Bossa Nova Films)
Editing: Guilherme Akira (Bossa Nova Films)
Editing: Joaquim Federico Corsiglia (Bossa Nova Films)
Sound Producer: Paulinho Corcione And Team (Lucha Libre Audio)
Entry Summary:
Just like it happens in many places around the world, in Brazil as well women’s sports don’t get the respect and value it deserves. Even famous female athletes don’t get decent salaries. And women receive smaller prizes in tournaments than men. Sponsorship and media space is also considerably smaller when it comes to women’s sports. All of this undervalues professional women’s sports and creates financial barrier for gender equality in sports.
We painted real sports courts with huge graphics about gender inequality in sports.During the week of the International Women’s Day the idea happened in different sport courts in community centres, parks, and clubs. We used the natural divisions found in each sports court and we painted them blue and a small space pink. In the corner of the courts, we placed the message highlighting gender inequality in sports.E.g.: tennis court: blue (the largest portion) – tournaments that pay bigger prizes to men.Pink (only a small square) – tournaments that pay equal prizes to men and women.