#JogaNaSubida action, made in partnership with BETC Havas, put two amateur football teams to play a match on an inclined field
Puma invited two amateur soccer teams – in particular: men – for a match. The location, obviously, a football field. A soccer field built on top of a sloping structure. “Playing on this climb isn’t going to be easy,” one of the players can be heard to say, looking at the oddly sloping field.
And it wasn’t really easy, but the idea of BETC Havas, in partnership with the brand, with #JogaNaSubida was precisely this: to debate the differences in financial contributions and incentives for men’s and women’s football in the country.
The action also counts with the participation of the player of the Corinthians and the Brazilian team, Tamires Dias, and the film ends with the message: “And there? Would you like to even out this difference?”. Activation will continue with the participation of several influencers and former football players.
“The surprise of the players when they saw a court over 2 meters high, at the highest part, was unique and it became even greater when we explained the whole context that this was the representation of the difficulty of every female athlete”, said Victor Castelo , associate creative director at BETC Havas.