KOLLE REBBE, PART OF ACCENTURE INTERACTIVE Hamburg, GERMANY
Idea Creation
KOLLE REBBE, PART OF ACCENTURE INTERACTIVE Hamburg, GERMANY
Production
KOLLE REBBE, PART OF ACCENTURE INTERACTIVE Hamburg, GERMANY
Production 2
RTS SCHOLZ Bremen, GERMANY
Production 3
KOLLE REBBE, PART OF ACCENTURE INTERACTIVE Hamburg, GERMANY
Additional Company
GERMAN OLYMPIC SPORTS CONFEDERATION Frankfurt/Main, GERMANY
Credits
Name
Company
Position
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 2.8 million impressions on Instagram and around 25 times more comments on the DOSB Instagram channel than the previous average.