| Title | A PAWN CAN BEAT THE KING |
| Brand | 4TH BLOCK |
| Product/Service | 4TH BLOCK |
| Category |
B01. Posters |
|
Entrant
|
SAATCHI & SAATCHI UKRAINE Kiev, UKRAINE
|
|
Idea Creation
|
SAATCHI & SAATCHI UKRAINE Kiev, UKRAINE
|
Credits
| Kosta Schneider |
Saatchi&Saatchi Ukraine |
Creative Director |
| Yana Tymko |
Saatchi&Saatchi Ukraine |
Copywriter |
| Illya Bondar |
Saatchi&Saatchi Ukraine |
Art Director |
| Tatiana Slivko |
Saatchi&Saatchi Ukraine |
Client Service |
Background
The Ukrainian Chess Federation and chess athletes themselves have a limited audience. That's why even really resonant and brave act that cost a current world champion her status, could remain unnoticed without our help.
Describe the creative idea
«A pawn can beat the king» — story about the big changes that a small pawn can cause. The current world champion in chess declared a boycott for Saudi Arabia and refused to play in a country that violates women's rights. Athlete automatically lost 2 championship titles which she had. However, she did it consciously.
Describe the execution
The most important is fast reaction to the situation. In 2 days after Ukrainian chess champion announced her decision, we created a laconic poster to support her position and draw attention to huge, modern world problem.
List the results
The main achievement of the poster: it withdrew the discussion of women rights violation from the narrow sports community to the grass-roots.