| Title | #SHOWUSEQUAL |
| Brand | DEUTSCHER OLYMPISCHER SPORTBUND E.V. |
| Product/Service | DOSB |
| Category |
D06. Sports for Good |
|
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
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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 |
Why is this work relevant for Entertainment?
With #ShowUsEqual, we created a social campaign to make a statement against the inequality in German sports media reporting. It was a campaign based on statistics, relevant but still dry statistics. But with our idea, we turned those figures into something more engaging, something people want to be a part of. The community not only shared the hashtag, they established our signature move (pulling up the yellow sock for equality) and even created their own videos based on our concept: a various amount of creative user-generated content that encourages more and more people to become a part of our movement.
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 a powerful idea.
Describe the creative idea
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, 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. It is a symbol for the inequality in sports media reporting – combined with a hashtag as our clear call: #ShowUsEqual.
Describe the strategy
We created a symbol that captivated with its simplicity ¬– eye-catching for the media and easy to turn into own content for the community. To spark the conversation and build reach, we teamed up with German sports stars and influencers, but our main protagonists and target group were all those hardworking female athletes around the country who aren’t in the spotlight yet – those who can authentically say: #ShowUsEqual.
Describe the execution
The campaign kicked off with an open letter to the German media outlets we claimed had equal sports reporting. Then, we sent out our socks embedded in a specially designed #ShowUsEqual packaging to Team Germany athletes and several sports influencers. They made their “sock statements” on their social media channels and asked the community to join. Athletes from all sports participated, creators produced content, fans shared our hashtag, and even several leading social scientists supported our call.
Describe the outcome
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.