Cannes Lions

GENDER EQUALITY IN SPORTS

McKINNEY, Durham / NIKE / 2009

Film
1 of 0 items

Overview

Entries

Credits

Overview

Description

Around the world, girls have been told that they can’t play sports. Which is BS. So we created our own science documentary that mocked popular gender myths and cultural stereotypes, giving bogus biological proof that girls were inferior athletes. With this unorthodox approach, we hoped to grab people’s attention online via social networks and the blogosphere. We educated people about the real inequalities faced by female athletes. We also drove girls to beat the BS using sport by joining an online competition to change the game for women everywhere.

Similar Campaigns

12 items

ASICS Brand Film 2022

AGIT8, London

ASICS Brand Film 2022

2022, ASICS

(opens in a new tab)