There is a latent inequality between female and male athletes. ESPMW decided to bring this debate to websites, newspapers and sports fans, including athletes in a very visible way: in the courts. Having this in mind, we turned different sports courts into gender inequality graphics in sports. Making use of the natural divisions found in each sports court we painted them blue and a small space pink. In the corner of the courts, we placed the message highlighting gender inequality in sports. E.g.: tennis court: blue (the largest portion) – tournaments that pay bigger prizes to men. Pink (only a small square) – tournaments that pay equal prizes to men and women. The idea was executed electronically during ESPN’s broadcasting of women’s sports. In parallel, the project took place in real courts in parks, gymnasiums, and clubs. Then, the “Inequality Courts” were photographed and turned into posters and print ads.
Executive Creative Director:Sergio Gordilho
Creative Directors:Jeferson Rocha, Otavio Schiavon, Sergio Gordilho
Art Director:Bill Queiroga
Head Of Design:Filipe Birck
Project Manager:Mila Battistoni, Eliot Tosta
Tv:Rodrigo Ferrari, Stella Gafo, Eduardo Machado