The film is narrated by Dawn Staley, basketball hall of fame and owner of three Olympic golds.
This year, the United States celebrates five decades of Title IX, a law that changed the history of American women’s sport, banning gender discrimination in schools and colleges across the country, to give girls the same opportunities given to boys in sports. Since then, access to sport opportunities for women and girls in the United States has greatly increased.
And to celebrate the date, AlmapBBDO, in collaboration with Getty Images, launched the campaign “For The Right To:”, which reminds us that the struggle of women in sport was never about privilege, but about equality.
The action draws attention to often unrecognized elements within the fight for rights in sport, including the right to lose, to fall and to be injured. Using historical photos taken from GettyImages.com, the film is narrated by Dawn Staley, a basketball hall of fame who has three Olympic golds to her name as a player and one as a coach.
“The campaign’s insight was to honor the women who fought for the passage of ‘Title IX’ 50 years ago. And that’s why we start from the narrative that athletes ask for rights that no one would ever think to ask for. Because nothing in sport can be worse than not having the right to practice the sport you want”, highlights Luiz Sanches, CCO of BBDO North America and Chairman of AlmapBBDO.
For the initiative, posters were created inspired by the look of American political campaigns from the 70s, the decade in which Title IX was signed, with photos of athletes fighting for their rights. In addition, the website GettyImages Title IX brings a timeline of historical facts of American women’s sport, from 1972 to the present day.
Datasheet
Agency: AlmapBBDO
Advertiser: Getty Images
Title: 50th Title IX
Product: Institutional
CCO: Luiz Sanches and Pernil
VP of Creation: Marcelo Nogueira
Creative Directors: Antonia Zobaran, Rafael Gil, Rodrigo Almeida
Creation: Antonia Zobaran, Ingryd Cruz, Rafael Gil, Rodrigo Almeida, Fernando Christo
Audiovisual production: Vera Jacinto, Diego Villas Bôas, Charles Nobili
Attendance: Maysa Oliveira, Fabiola Loureiro, Yohanna Maia, Camila Reis, Gabrielle Porto
Planning: Sergio Katz, Rafael de Andrade, Lucieide Oliveira
Media: Rafaela Alves, Mel Carvalho, Peterson Silva, Claine Oliveira and Sávio Lima.
Graphic Producer: Jose Roberto
Graphic Production Coordination: Rose Ribeiro
Image Treatment: Roberto Gusukuma
Final art: Carlos Henrique Azevedo Lugaresi
Revision: Eliana Pavan / Zuzima Turano
Art buyer: Tereza Setti
Illustration: Beuren Studio
Head of creative tech: Lilian Cavallini
Producer: Sabrina Ramiles, Umstudio
Producer: Stink Films
Principal: Squarehead
Executive director: Ingrid Raszl
Executive producer: Renata Dumont, Carolina Junqueira, Nathan Marino, Camila Martinez, Virginia Machado, Ana Gazal, Marcela Amstalden
Production Coordination: Paula Macedo, Rafael Rocha, Mariana Kerche, Amanda Grell, Melina Matuoca
Post Coordination: Roberta Bruzadin, Igor Luiz
Assembler: Squarehead
Finisher: Arthur Schneider
Motion: Vinicius Kos
Color Grading: Osmar Jr.
Researchers: Amanda Martins, Marie Cabianca
Soundtrack Company: Audio Satellite
Music Direction: Roberto Coelho, Kito Siqueira, Hurso Ambrifi
Client Services: Fernanda Costa, Renata Schincariol, Daniel Chasin
Creative Producer: Kito Siqueira, Roberto Coelho, Hurso Ambrifi, Mike Vlcek, Thiago Colli, Charly Coombes, Koitty
Post Production and Mixing: Carla Cornea, Ian Sierra, Vithor Moraes, Renan Marques, Arthur Dossa
Production Coordinator: Camila Guedes, Val Pacheco and Bruna Isidore, João Piccoli
Customer approval: Paige McCrensky, Heather Tanning, Natalia Moraes
