adidas: Equal Play Billboard

Melek Ourir

adidas, a sportswear brand, commissioned an artist to launch the Equal Play Billboard in Qatar to make the women's FIFA World Cup game feel bigger to level the playing field for female players, and increase the talkability of women's football.

Campaign details

Brand: adidas Brand owner: adidas Entrant company: FP7 McCannIdea creation: FP7 McCann Dubai Market: United Arab Emirates Sector: Sportswear Media channels: Sponsorship - sports, Social mediaBudget: Up to 500k

Executive summary

There’s a huge gap between the attention given to male football players in society compared to female players, keeping women from ever accessing the ‘football legend’ status despite their performance. The Equal Play Billboard was part of adidas’ efforts to confront the world about the gender bias surrounding football and accelerating...

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