Inequality Balls
Two balls side by side, the same ball at two sizes. The small one is the share women get.
Cannes Lions 2018Silver · Design-driven EffectivenessBronze · Promotional Item Design
Clio Sports 2019Grand Award · Social Good
D&AD 2019Shortlist · Direct Mail
Play case film — sound on2:09Client
espnW / ESPN + Penalty
Agency
Africa Creative DDB
Role
Motion Design
Year
2018
The brief
The gap between men’s and women’s sport lives in sponsorship, investment and coverage. Written down as percentages, nobody looks twice.
The idea
Make the percentage an object you can hold. Football, basketball, handball, volleyball: each sport gets a pair, one at regulation size and one shrunk to the exact proportion the women’s game receives. Penalty made them, and fifty people with an audience found one in the post.
The result
Around 195 million people reached, searches for inequality in sport up with it, and Billie Jean King and Becky Sauerbrunn making the argument on camera. The balls were sold through Netshoes with the profit going to Think Olga.
Credits
Creative Direction — Sergio Gordilho
Creative — Guzera Alves, Bill Queiroga
Direction / Photography — Nixon Freire
Editing — Matheus Razera Tibira, Cadu Silveira
Motion Graphics — Edu Menezes
Production — PBA
Sound — Quiet City Music + Sound