| Title | #SHOWUSEQUAL |
| Brand | DEUTSCHER OLYMPISCHER SPORTBUND E.V. |
| Product/Service | DOSB |
| Category |
E04. Consumer Durables |
|
Entrant
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KOLLE REBBE, PART OF ACCENTURE INTERACTIVE Hamburg, GERMANY
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Idea Creation
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KOLLE REBBE, PART OF ACCENTURE INTERACTIVE Hamburg, GERMANY
|
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Production
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KOLLE REBBE, PART OF ACCENTURE INTERACTIVE Hamburg, GERMANY
|
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Production 2
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RTS SCHOLZ Bremen, GERMANY
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Production 3
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KOLLE REBBE, PART OF ACCENTURE INTERACTIVE Hamburg, GERMANY
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Additional Company
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GERMAN OLYMPIC SPORTS CONFEDERATION Frankfurt/Main, GERMANY
|
Credits
| Florian Frank |
German Olympic Sports Confederation |
Head of Marketing |
| Jens Behler |
German Olympic Sports Confederation |
Head of Digital Communications |
| Stefan Wübbe |
Kolle Rebbe GmbH |
Executive Creative Director |
| Christoph Bielefeldt |
Kolle Rebbe GmbH |
Group Creative Lead |
| Marco Obermann |
Kolle Rebbe GmbH |
Group Creative Lead |
| Jan Vierig |
Kolle Rebbe GmbH |
Account Supervisor |
| André Tiedemann |
Kolle Rebbe GmbH |
Account Manager |
| Jenne Genser |
Kolle Rebbe GmbH |
Art Director |
| Marcus Gackstetter |
Kolle Rebbe GmbH |
Art Director |
| Natasha Pramanik |
Kolle Rebbe GmbH |
Art Director |
| Fabian Rößler |
Kolle Rebbe GmbH |
Copywriter |
| Tim Bolte |
Kolle Rebbe GmbH |
Copywriter |
| Erik Baeßmann |
Kolle Rebbe GmbH |
Copywriter |
| Jule Fuhrmann |
Kolle Rebbe GmbH |
Copywriter |
| Lore Glander |
Kolle Rebbe Studios |
Production Manager |
| Martin Lühe |
Kolle Rebbe Studios |
Production Manager |
| Ralf Seelig |
Kolle Rebbe Studios |
Final Artwork |
| Marco Cordes |
RTS SCHOLZ GMBH |
Production / Account Manager |
| Tobias Schlieperskötter |
Kolle Rebbe Studios |
Photo Post Production, Photographer |
| Jan-Ole Brendel |
Kolle Rebbe Studios |
Agency Producer |
| Alexander Seipel |
Kolle Rebbe Studios |
Editor |
| Klaas Nocken |
Kolle Rebbe Studios |
Sounddesigner |
| Ella Schreiber |
Freelance |
Speaker |
| Daniel Guiu |
/ |
Copywriter |
| Cristina de Blas |
/ |
Art Director |
| Andy Cruz |
/ |
Art Director |
Background
Tokyo 2020 was a premiere in Olympic history. For the first time, as many female as male athletes were chasing the medals. Sounds like women in sports finally get the attention they deserve. Quite the opposite. Besides during the Olympic Games, the inequality in German sports media reporting is still tremendous. While male athletes get 90% of the coverage, women get only 10%! This comes with far-reaching consequences: less attention means less revenue from sponsors and less idols for girls in youth sports – and it even gives a distorted image of women in our society.
Team Germany and the DOSB (the German Olympic Sports Confederation) were determined to make a statement against this inequality and tasked us to come up with an idea to involve the community and spark a conversation.
Describe the creative idea (40% of vote)
90% of sports media coverage is for male athletes, only 10% is for females – what a sad statistic.
Sad, but still a statistic – abstract numbers in a dry bar chart.
So, to really grab the attention of the community and the ones responsible for the unequal representation – the media – we turned those figures into a more striking and engaging visualization: two socks being worn at uneven heights, which represents the statistic in a distinctive and sports-related way. The sports socks, in two different colors, represent the unequal bars in a chart and can be turned into a symbol of inequality by everyone. We started a movement with this easy gesture, supported by an engaging hashtag: #ShowUsEqual.
Describe the execution (40% of vote)
Our concept draws attention to shocking numbers – and so does our design. To launch the campaign, a white and a yellow sock, provided by DOSB partner adidas, were sent to athletes, influencers, and fans. With our specially designed packaging, we made the numbers not only wearable but also tangible at first glance.
The statistics of unequal sports coverage are consistently reflected in the packaging – the status quo on the outside, the aspired goal on the inside.
In addition, background information on the initiative and instructions on how to join in were included.
During the campaign, other issue-related statistics and information about the disparity and its impact were posted on social media. They all worked with the elements of the key visual and kept the discussion going.
List the results (20% of vote)
The outcome? Well, it knocked our socks off!
#ShowUsEqual was one of the most talked-about sports topics in Germany.
Sports-savvy influencers and athletes from a wide range of disciplines – from gold-medal winners to amateur athletes – supported the campaign.
With a budget of 4,000 euros, we achieved 25 million views on TikTok, 2.8 million impressions, and around 2,500% more comments on the DOSB Instagram channel than the previous average.