Inequality Balls|短视频|广告营销案例【ADGuider广告指南】

不平等球

案例简介：概要 1973 年，网球运动员比利 · 简·金在反对体育运动中性别不平等的斗争中取得了重大胜利，这场比赛被称为性别之战。但是 45 年后，女性仍然需要努力对抗不平等。他们的平均收入仍然比男性少 40%。对女性体育的投资下降了 90%。这些令人震惊的数字被大多数人忽视了。每个人都知道男性运动员有更高的工资和机会。但是只有少数人知道性别不平等的差距有多大。球变成了不平等的图形，揭示了差异，并有助于改变这种情况。目标是在人们体验运动的时候，把游戏球变成反对不平等的象征。这些球邀请他们在这个问题上采取积极的立场，并实际上反对不平等。结果从销售这些球中获得的所有资金都被捐给了反对体育不平等的非政府组织。从简单的球到有力的讨论。不平等的球很快就传遍了社交网络和媒体: 社交网络中的 750万互动。1530万人在网站和电视节目中受到影响，2,000 个球在世界上最大的体育电子商务中销售。这些球销售的钱被捐赠给帮助消除体育不平等的非政府组织。该项目仍在进行，不平等球仍在大规模制造中。点球在女性观众中的渗透率提高了 20%。ESPNW 的网站访问量增加了 50% 对 “体育不平等” 的搜索增加了 240% 在 www.inequalityballs.com 观看这部电影，观看正在制作的球，更多执行在分析了我们将使用的设计并发现在哪些运动中性别不平等的问题更严重后，我们以最具影响力的方式为每个球制作了图形, 旨在提高视觉效果。最后，我们开始大规模生产它们。超过 2,000 个球被生产出来，现在它们是这个拉丁美洲最大的运动品牌正在销售的产品。当球准备好了，我们创建了一个在线平台来推广这个项目，并将球在世界上最大的体育电子商务中商业化。该项目成为媒体的新闻，我们制作了一部电影，由巴西球队的运动员作为这项事业的大使，制作了一系列户外作品。一些球被发送给几名运动员、数字影响者和体育名人。很快，该产品成为社交网络和电视节目的内容。活动描述每个人都知道男子运动提供更高的工资、更多的机会和更多的赞助交易。但是很少有人知道不平等数字有多大。一个全球著名的体育频道和一个倡导女性体育的体育品牌怎么能帮助改变这种状况呢？我们决定创建一个符号，它不仅会通知数字，还会驱使人们与它们对抗。这就是改变游戏球的特殊集合是如何诞生的。使用这两种颜色，不同运动的球被转化为问题的不平等图形。每个图形都在副本中突出显示了男女之间存在的深渊。足球和手球暴露了赞助交易方面的差异。篮球暴露了联赛投资的差异。排球球谈论无性别歧视的媒体文章。所有的球都是对抗不平等的邀请。

不平等球

案例简介：Synopsis In 1973, the tennis player Billie Jean King scored a major victory in the fight against gender inequality in sports, the match became known as the Battle of the Sexes. But 45 years later, women still need to play hard against inequality. They still earn on average 40% less than men. And investments in women’s sports are up to 90% lower. These are shocking numbers that go unnoticed by most people. Everyone knows that male athletes have bigger salaries and opportunities. But only a few know how huge the gap in gender inequality is. The balls turned into inequality graphics expose the difference and help change the situation. The objective is to turn the CHANGE THE GAME balls into a symbol against inequality exactly when people are experiencing sports. The balls are an invitation for them to take an active stand about the issue and actually play against inequality. Outcome All the money gained from the sales of the balls is being given to NGOs that fight against inequality in sports. From simple balls to a powerful discussion. The inequality balls soon spread all over social networks and media: 7.5 million interactions in social networks. 15.3 million people impacted in sites and TV shows 2,000 balls sold in the biggest sports e-commerce in the world The money from the balls’ sales is being donated to NGOs that help fight inequality in sports. The project is still happening, and the inequality balls are still being made in large scale. Penalty increased 20% its penetration among the female audience. ESPNW’s site access increased 50% Search for “inequality in sport” increased 240% Watch the film, see the balls being produced and more at www.inequalityballs.com Execution After analyzing the design we would use and finding out in which sports the problems of gender inequality were stronger, we created the graphic for each one of the balls in the most impacting way possible, aiming for visual effectiveness. And lastly, we started to produce them in large scale. More than 2,000 balls were produced and nowadays they are an ongoing product sold by this sports brand, the largest in Latin America. When the balls were ready, we created an online platform to promote the project and commercialize the balls in the biggest sports e-commerce in the world. The project became news in media and we created a film featuring athletes from Brazilian teams that were ambassadors of the cause, developing a series of OOH pieces. Some balls were sent to several athletes, digital influencers and sports celebrities. Soon the product became content in social networks and TV shows. CampaignDescription Everyone knows that men’s sports offer bigger salaries, more opportunities and more sponsorship deals. But few people know how big the inequality numbers are. How could a worldwide famous sports channel and a sports brand that are advocates of women’s sports help change this? We decided to create a symbol that would not only inform the numbers but also drive people to play against them. This is how the special collection of CHANGE THE GAME balls was born. Using the two colors, balls of different sports were transformed in inequality graphics of the problem. Each graphic highlighted in the copy the abyss that exists between men and women. The soccer and handball balls expose the differences in terms of sponsorship deals. The basketball ball exposes the difference in investments in the leagues. The volleyball ball talks about non-sexist media articles. All balls are a invitation to play against inequality.