ESPN, the internationally recognized sports news network, announced the launching of its ESPN W web portal in Brazil. The digital platform is aimed at promoting women’s sports and women's interest for sports in Brazil. It will feature stories, articles and multimedia contents about sports in general, without focusing just on high-yield athletes. In order to introduce the new digital platform, Africa developed a campaign that brings together real people willing to check their sports knowledge. The action titled 'Invisible Players' checked the knowledge of men and women on a number of moves in different sports without identifying the athletes.
The result was surprising. None of the respondents mentioned a female name, which showed that though people might know about sports they should learn more about the power of women.
Brand: ESPN/ ESPN W
Media: Online/ TV
Category: Media
Agency: Africa
Geo: Brazil
ESPN W: Invisible players
Advertising Agency: Africa, Brazil
Chief Creative Officer: Sergio Gordilho
Executive Creative Directors: Alvaro Rodrigues, Eco Moliterno, Rafael Pitanguy
Creative Directors: Bernardo Romero, Pedro Bullos
Associate Creative Director: Juliana Uchoa
Creatives: Angerson Cassio Ramos Vieira, Vinicius Turani Costa, Raynier Araujo dos Santos, Rick Garcia Barbosa, Bernardo Romero, Juliana Uchoa
Motion Design: Filipe Birck
Agency Producers: Rodrigo Ferrari, Patricia Melito, Valdir dos Santos, Leonardo de Jesus
Client services: Celina Esteves, Juliana Carvalho, Beatriz Pedrosa, Mariana Ruschi
Media: Luiz Fernando Vieira, Fernando Nogueira, Rodrigo Vieira, Vinicius Zeller, Denis Simaro
Planning: Marcia Neri Rosenberg, Gabriel Caramelo Eccher
Production Company: Bando Studio
Director: Ale Paschoalini
Executive Producer: Marcela Sutter
D.O.P.: Gabriel Bianchini
Art Director: Tomas Faria
Editor: Ale Paschoalini
Post producer: Ruda Cordaro
Post production: Mosh Post
Sound design: Jamute