| 标题 | The Unlevel Playing Field |
| 标题 (原始语言) | Joga Na Subida |
| 广告公司 |
BETC HAVAS
|
| 广告战役 |
The Unlevel Playing Field
|
| 广告主 |
Puma
|
| 品牌 |
PUMA
|
| 首次发布日期 |
2022 / 4
|
| 行业领域 | 文化、休闲及体育
|
| 广告口号 | Puma invites men to play in 'slope' and draws attention to the low investment in women's football |
| 剧情简介 | Created by BETC HAVAS, the action 'Joga Na Subida' (The Unlevel Playing Field) seeks to show the chasm between investments in men's and women's football in Brazil |
| 哲学 | The first step of the initiative was building a soccer field on top of an inclined structure, transforming it into a climb. Then, amateur men's soccer teams were invited to a match at the venue. To help spreading the message, the entire action was filmed and made into a 1-minute launch video. In one part of the video, when seeing the pitch different, one of the players already warns that the game will be difficult. Then, it is possible to perceive the difficulty of the teams in carrying out the game and even staying on their feet. |
| 问题
| Despite the great advancement of women's football in recent years, Brazil is still far from being the country of football for them. A survey showed that only 1% of the income of Serie A clubs is destined to promote the female modality. It's like they play on a slope, where it's hard to develop a move even with a lot of talent, with difficulties at all times. In this premise PUMA, in partnership with BETC HAVAS São Paulo, created the action 'Joga Na Subida' (The Unlevel Playing Field) to raise awareness of the differences in financial contributions and incentives to men's and women's football in the country. |
| 结果 | To endorse the initiative, the action also had the participation of the ace and player of Corinthians and the Brazilian National team, Tamires Dias. She believes that after the experience of playing on a slope, men now know a little about the difficulty and how they feel about not having the proper recognition and investment in women's football. The film ends with an important provocation: ‘So what? Shall we even out this difference?'. To prove how difficult it is for women to play soccer in Brazil, the action will continue with the participation of influencers and former players. |
| 媒体类别 |
促销与事件
|
| 市场 | 巴西 |
| 更多信息 | https://www.youtube.com/watch?v=NcyRfdLxRRQ |
| 首席创意官 |
Erh Ray
|
| 执行创意总监 |
Andrea Siqueira
|
| 创意总监 |
Marcelo Ribeiro
|
| 联合创意总监 |
Victor Castelo
|
| 创意团队 |
Victor Castelo
|
| 创意团队 |
Philippe Demar
|
| 创意团队 |
Guilherme Markert
|
| Integrated Production Director |
Anna Luisa Ferraz
|
| 制作公司制片 |
Juliana Arantes
|
| 制作公司制片 |
Rafael Paes
|
| 制作公司制片 |
Dayane Dantas
|
| 导演 |
Luigi Dias
|
| 剪辑师 |
Arthur Carvalho
|
| Graphic Production |
Gilmar Souza
|
| Graphic Production |
Carlos Valeriano
|
| Graphic Production |
Márcio Brusaferro
|
| 音效制作 |
Mission music
|
| 音乐制作人 |
Gabriel Soster
|
| 客户经理 |
Luciana Fernandes
|
| 制作公司 |
Santeria Filmes
|
| 广告经理 |
Fabio Kadow
|
| 广告经理 |
Rubia Pria
|
