#GoEqual
Six times the best player in the world, and she went out at a World Cup with the logo on her boots blacked out.
Play case film — sound on2:00- Client
- Marta / Go Equal Movement
- Agency
- Africa Creative DDB
- Role
- Motion Design
- Year
- 2019
The brief
The biggest sports brand offered Marta a sponsorship well below what the men receive. She refused it and made her own.
The idea
Black out the mark and put an equals sign where it was, in pink and blue. She wore them against Australia at the 2019 World Cup, scored the goal that made her the tournament's all-time top scorer, and pointed at her feet.
The result
426 million impressions, 3.8 million engagements and US$2.9m in earned media. The equals sign was copied by teams, athletes and children, UN Women joined in, and Cannes gave it a Gold Lion in Brand Experience & Activation.
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
