#GoEqual
The most decorated footballer alive went out at a World Cup with the logo on her boots blacked out.
Cannes Lions 2021Gold · Brand Experience & ActivationSilver · Brand Experience & ActivationSilver · FilmBronze · Social & InfluencerBronze · Entertainment for SportBronze · Film
The One Show 2020Shortlist
Play case film — sound on2:00Client
Marta / Go Equal Movement
Agency
Africa Creative DDB
Role
Motion Design
Year
2019
The brief
No one in football, men’s or women’s, has won more individual titles than Marta. The sponsorship she was offered was a fraction of what the men were being paid, and she turned it down.
The idea
Black out the mark and put an equals sign where it was, in pink and blue. She wore them at the World Cup, scored the goal that made her the tournament’s all-time top scorer, and pointed down at her feet.
The result
426 million impressions and US$11.6m in earned media value, and an argument about equal pay in sport that went global.
Credits
Creative Leadership — Sergio Gordilho, Matias Menendez, Rodrigo Marangoni
Creative — Chico Medeiros, Mateus Oliveira
Social Media — Sabrina Teixeira, Dayana Teixeira
Motion Design — Edu Menezes
Project — Go Equal Movement / Marta
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