B01. Innovative and Adapted Use of Print & Publishing
Entrant
HAVAS Lisbon, PORTUGAL
Idea Creation
HAVAS Lisbon, PORTUGAL
Credits
Name
Company
Position
Paulo Pinto
Havas Worldwide Portugal
Executive Creative Director
José Vieira
Havas Worldwide Portugal
Creative Director
Bernardo Tavares
Havas Worldwide Portugal
Copywriter
Alexandre Meneses
Havas Worldwide Portugal
Art Director
Ana Torres
Havas Worldwide Portugal
Media Director
Margarida Pedreira
Havas Worldwide Portugal
Digital Creative Director
Sérgio Resende
Havas Worldwide Portugal
Account Director
Nuno Nascimento
Havas Worldwide Portugal
Art Finalist
Pedro Silva
Havas Worldwide Portugal
Production Director
António Fernandes
Havas Worldwide Portugal
Graphic Production Director
Cultural / Context information for the jury
Portugal is a small country with just 10 million inhabitants, and a country that lives by old values.
Only ⅓ of Portugal’s professional athletes are women. Despite that, in the last European athletics championships, Portugal achieved its best result ever, winning 3 gold medals, ⅔ of which were won by female athletes. Portugal also has the world’s best female futsal goalkeeper, the 2nd best futsal team in Europe, and the 2nd best national hockey team in Europe.
And even with so many reasons to be proud of their female athletes, the media doesn’t give them the coverage they deserve, and women continue to face gender inequality on a daily basis. Just recently, a newspaper named the female football player Ana Borges “Man of the Match”. And a few days later the coach of a soccer team said that football belongs to men, in a slight aimed at a female commentator.
Please outline how the work was adapted, modified or was innovative
A picture is worth a thousand words, as the saying goes. Then an infographic must be worth 10 fold. What if we replaced all the words and pictures from Portugal’s top 3, tier-one sports newspapers with rectangles and squares in two-tone colours, creating infographic versions of the sports newspapers that focused on one single item of data: gender coverage, in order to highlight gender inequality in sports coverage?
And that’s exactly what we did just one day after International Women’s Day. Our print versions were able to reach 52 times more people than the biggest sports newspaper in the country, creating a national conversation about gender inequality in sports, and all of that having printed only 30 copies of the infographic newspapers. Now that’s what I call the power of print communication.