Unfair Game

Business culture "forces" women to earn less than men to do the same thing at work. According to the UN, this wage gap is around 23%. But when we look to sports, this difference is even bigger. Take the World Cup, the second largest sport event in the world, to exemplify this fact.  

In the last Men's World Cup, the winners were awarded 40 million dollars. This year, in the women's edition, the winners are expected receive about 10 million dollars.

"Always – Sempre Livre" used this situation to show, in a clear way, how much more women need to play to earn the same thing as men.

The Unfair Game: a match as big as the lack of support in women's sports.

Agency: Isobar
Executive Creative Director: Mateus Braga
Associate Creative Director: Alex Coelho
Copywriter: Felipe Malcher, Raoni Leão
Art Director: Helder Mundim, Paulo Ribas
Production Company: Jefflândia