Philippe Demar
Art Director& Graphic Designer
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The Unlevel Playing Field
Art Director / Graphic Designer
@ BETC Havas
With such low investment, it becomes much harder for women to turn professional.
That’s why we created a literal obstacle for men to feel the difference on their own skin: a soccer pitch built with an 8.7-degree incline — designed to represent the disparity in investment between men’s and women’s soccer.
We then invited several male players to experience what it’s like to play under these conditions. Watching from the sidelines was Tamires, a player for the Brazilian Women’s National Team, witnessing their struggle.
The activation generated strong earned media and social media engagement, reigniting the conversation around gender inequality in the sport.