A PAWN CAN BEAT THE KING

Short List
Client4TH BLOCK
Category B01. Posters
TitleA PAWN CAN BEAT THE KING
Product/Service4TH BLOCK
Entrant SAATCHI & SAATCHI UKRAINE Kiev, UKRAINE
Idea Creation SAATCHI & SAATCHI UKRAINE Kiev, UKRAINE
Credits
Name Company Position
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.