#GoEqual //
A movement for gender equality in sports.
Marta was the first athlete to receive FIFA’s Golden Ball 6 times, amongst men and women. Even so, she received a sports sponsorship offer much lower than those offered to men. Instead of trying to get a larger sports sponsorship, she created #GoEqual, a manifest in favor of gender equality in sports.
The movement’s symbol became a pair of brandless football boots that Marta wore during the Women’s World Cup in France.
The launch of the movement was during a memorable moment, when Marta scored a goal against Australia and became the biggest scorer of all World Cups. During the celebrations, she pointed her football boots, drawing people’s attention to the lack of value given to women in sports.
Marta and #GoEqual immediately became trending topics and started a discussion about gender equality in Brazil and other countries. And the symbol has become a movement that empowers women around the world.
Executive Creative Director: Matias Menendez
Creative Director: Rodrigo Marangoni
Art Director: Chico Medeiros
Copywriter: Mateus Oliveira
Social: Sabrina Teixeira / Dayana Teixeira
Special Projects Director: Monique Lopes Lima
Special Projects Managers: Juliana Leite / Fernanda Segura
Special Projects Producers: Fernando Alonso / Isabela Levy / Julia Newman
Client Services: Carolina Boccia / Heloisa Pupim / Rafael Marques / Vivianne Santos / Natalia Pacheco
Data Strategy: Ana Carolina Santos / Caroline Ferraz / Keila Silva / Gustavo Muneratto
Agency Producers: Rodrigo Ferrari / Renata Sayão / Ian Inglez
Photographer: Rodrigo Pirim
GoEqual
Africa
Art Director