betclic - em pé de igualdade

Betclic launched an open brief at Clube da Criatividade de Portugal, challenging young creatives to showcase its equal sponsorship of the Men’s and Women’s Basketball Leagues. I used the opportunity to try my hand at art direction, teaming up with my friend Pedro Chula (CW). Together we started from an unusual place: feet, and built an idea that turned equality into something tangible.

Women in basketball are twice as likely to sprain an ankle, 3.5 times more likely to suffer stress fractures, and eight times more likely to tear their ACL. Why? Because most of them spend their careers wearing sneakers designed for men’s feet.

So we partnered Betclic with iconic Portuguese brand Sanjo to launch On Equal Footing: the first line of basketball sneakers created specifically for women.

idea

A project that gives female athletes shoes made for their feet, reduces their risk of injury, and puts equality literally where it belongs: on the court.

The sneakers would also be released to the public, with all profits funding youth basketball schools.

The concept was designed to make headlines, fill feeds, and prove that equality should start from the ground up.

It ended up giving us first place! Once again, everything seemed perfect...

Until, like in every big moment of my life, something incredibly stupid happened to bring me back down to earth. As you can see, I’m Pedro Chula, and Pedro is actually Carolina.