"What if you focused on a real career? You don't have what it takes for all of that. This won't get you anywhere. Are you really going to continue now that you're a mother?" It's 2024, and these are just some of the phrases still heard by women who choose to pursue careers in sports. And so, "when they point their finger at you, aim upwards" – that's what Betclic proposes this International Women's Day in a film featuring basketball player Márcia Costa as the protagonist.

Crafted especially for the Portuguese athlete, elected Player of the Decade 2010-20 in the Portuguese League, the film confronts some of the issues that continue to be raised as obstacles in the professional journey of women. Multiple workloads, unequal pay, mental overload, insecurity in public spaces, aesthetic pressure – the list of challenges faced by women in practicing and professionalizing in sports is extensive, demonstrating that being a woman in sports is still an act of resistance in a predominantly male-oriented universe.

This professional campaign titled 'Aim Upwards' was published in Portugal in March, 2024. It was created for the brands: Betclic Group and Federação Portuguesa de Basquetebol, by ad agency: FunnyHow. This Digital and Film media campaign is related to the Gambling and Sports industries and contains 1 media asset. It was submitted 3 months ago by Marketing Project Manager: Ricardo Malaquias of Betclic.


Creative Agency: Funnyhow
Chief Creative Officer: César Sousa
Creative Director: Álvaro Silveira / André Leite
Art Director: Guilherme Kaufmann
Copywriter: André Trabuco Rodrigues
Motion Designer: Renato Navarro
Account Executive: João Gonçalves
PR Agency: Omertà
PR Director: Eliná Enrique
PR Executives: Beatriz Perdigão / João Jesus
Director/Editor: Gonçalo Sbrugens
Executive Producer: Phillip Reese
Production Company: Mosaic Media House
Director of Photography: Mário Guilherme
Makeup Artist: Diana Pinto Correia
Styling: Vanessa Marques
Sound Director: Tito Pires
Art Director: Pedro Vercesi
Motion Control: Thortuga
Grading: Filipe Pinto Silva
VFX: Musgo
Audio Post Production: Dino Rodrigues
Offline Editing: João Lucas Aguiar

Roland Minkowitsch
Amnesty Interna...


Sign up for our newsletter

Don't miss out. Receive our free weekly newsletter to learn about the best creative work from all around the globe. We're keeping your email safe and confidential.