Title | #ShowUsEqual (Film) |
Brief | 90% of sports media coverage is for male athletes, only 10% is for females – what a sad statistic. Sad, but still a statistic – abstract numbers in a dry bar chart. So, to really grab the attention of the community and the ones responsible for the unequal representation – the media – we turned those figures into a more striking and engaging visualization: two socks being worn at uneven heights, which represents the statistic in a distinctive and sports-related way. The sports socks, in two different colors, represent the unequal bars in a chart and can be turned into a symbol of inequality by everyone. We started a movement with this easy gesture, supported by an engaging hashtag: #ShowUsEqual.And the outcome knocked our socks off! With 4.000€ budget we generated 2.8 million impressions on Instagram and around 25 times more comments on the DOSB Instagram channel than the previous average. |
Agency |
Accenture Song (formerly Kolle Rebbe)
|
Campaign |
#SHOWUSEQUAL
|
Advertiser |
Deutscher Olympischer SportBund
|
Brand |
DOSB
|
Posted | November 2022 |
Business Sector | Culture, Leisure & Sport
|
Story | With the initiative, we turned a startling statistic into a wearable statement, with a simple but eye-catching symbol that was quick for anyone to mimic and easy to share on social channels: A pair of uneven socks that activated athletes and influencers to join forces with the DOSB and Team Germany to make a statement against injustice in sports. |
Media Type |
Digital
|
Head of Marketing |
Florian Frank
|
Head of Digital Communications |
Jens Behler
|
Executive Creative Director |
Stefan Wübbe
|
Group Creative Lead |
Christoph Bielefeldt
|
Group Creative Lead |
Marco Obermann
|
Account Supervisor |
Jan Vierig
|
Account Manager |
André Tiedemann
|
Art Director |
Jenne Genser
|
Art Director |
Marcus Gackstetter
|
Art Director |
Natasha Pramanik
|
Copywriter |
Fabian Rößler
|
Copywriter |
Tim Bolte
|
Copywriter |
Erik Baeßmann
|
Copywriter |
Jule Fuhrmann
|
Production Manager |
Lore Glander
|
Production Manager |
Martin Luhe
|
Final Art Work |
Ralf Seelig
|
Production / Account Manager |
Marco Cordes
|
Production Company |
RTS Scholz
|
Photographer / Retoucher |
Tobias Schlieperskötter
|
Agency Producer |
Jan-Ole Brendel
|
Editor |
Alexander Seipel
|
Sound Designer |
Klaas Nocken
|
Speaker |
Ella Schreiber
|
Copywriter |
DANIEL GUIU
|
Art Director |
Cristina de Blas
|
Art Director |
Andy Cruz
|