Spikes Asia
TBWA\NEW ZEALAND, Auckland / 2DEGREES / 2023
Overview
Entries
Credits
Execution
We cast real 12-year-old girls who have experienced inequality in rugby first hand and as a result were leaving rugby for good this season.
Our imagery had to capture their raw and real emotion after realising they were retiring from the spot they love.
We chose high-contrast, black and white to give these young girls the same heroic aesthetic we often see when sporting greats retire.
Each girl wore the jersey of the team they loved, but were now being forced to retire from, and strapped-up as if they were waling out onto the field ready to fight.
In some way each of these inspiring young women were ready to fight – not against each other or the boys on the field they'd been outplaying for years, but inequality.
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