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Equality Signs

We wanted to remind people that women are also athletes, but most of all make a statement in a country where the perception is that sports are more for men. We saw an opportunity in the city's sports signs used in parks, where all figures shown are male. We came up with a direct marketing idea to change the male figure into a female one. We gave out magnetic pony tails, motivating women that on Women's International Day to place them on sports signs all over the city’s parks, to make the sports sign a female to celebrate female athletes.(https://www.jwt.com)

 

Tags: Industry: Sports
Company: Nike
Agency: JWT Bogota
Country: Colombia
Prize: Cannes
Year: 2017
Creative Concept: Feminism
Type of content: Video case study
Language: English,Spanish
Level: Market level - Changing the activity
Topics: Brand Marketing