Edu Menezes — Director & Motion Designer
Case 05 — Marta / Go Equal Movement · Africa · 2019

#GoEqual

Motion design for #GoEqual, Marta's campaign for equal pay in sport.

Cannes Lions 2021 — GoldCannes Lions 2021 — SilverThe One Show 2020 — Merit
#GoEqual — posterPlay case film — sound on2:00
Client
Marta / Go Equal Movement
Agency
Africa Creative DDB
Edu's role
Motion Design
Year
2019

The brief

Marta is the most decorated player in football history, male or female. Her pay never reflected it.

The idea

Men's football highlights recut with Marta's real stats and commentary: same plays, same numbers, different name. When she scored at the 2019 Women's World Cup and pointed to her boots, film and reality met.

What I did

Created the motion graphics that recut men's football highlights with Marta's real stats: same plays, same numbers, different name. The graphics copy real sports broadcast down to the detail. If it didn't look like TV, the trick wouldn't work.

Result

Gold and Silver at Cannes Lions 2021, a Merit at The One Show 2020, and a global conversation about equal pay in sport.

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