Cannes Lions

Inequality Balls

AFRICA, Sao Paulo / ESPNW / 2018

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Everyone knows that men’s sports offer bigger salaries, more opportunities and more sponsorship deals. But few people know how big the inequality numbers are. How could a worldwide famous sports channel and a sports brand that are advocates of women’s sports help change this? We decided to create a symbol that would not only inform the numbers but also drive people to play against them. This is how the special collection of CHANGE THE GAME balls was born. Using the two colors, balls of different sports were transformed in inequality graphics of the problem. Each graphic highlighted in the copy the abyss that exists between men and women. The soccer and handball balls expose the differences in terms of sponsorship deals. The basketball ball exposes the difference in investments in the leagues. The volleyball ball talks about non-sexist media articles. All balls are a invitation to play against inequality.


First, we decided on the design and discovered in which sports the problems of gender inequality were stronger. Then we created the graphic for each one of the balls and started to produce them in large scale. We also created an online platform to promote the project and commercialize the balls in the biggest sports e-commerce in the world.

Everything ready, we did a curatorship to select 50 important influencers who had legitimacy and audience to amplify our idea. Then we sent the balls to them and they did it. The balls quickly became news on TV and on internet. We also created a film featuring athletes and former athletes from Brazilian teams that were ambassadors of the cause, developing a series of OOH pieces that invited people to play against inequality and buy the balls.

Watch the film, see the balls being produced and more at


All the money gained from the sales of the balls is being given to NGOs that fight against inequality in sports.

From simple balls to a powerful discussion. The inequality balls soon spread all over social networks and media:

7.5 million interactions in social networks.

15.3 million people impacted in sites and TV shows

2,000 balls sold in the biggest sports e-commerce in the world

The money from the balls’ sales is being donated to NGOs that help fight inequality in sports.

The project is still happening, and the inequality balls are still being made in large scale.

Penalty increased 20% its penetration among the female audience.

ESPNW’s site access increased 50%

Search for “inequality in sport” increased 240%

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