Agency: Kiss The Badge


On International Equal Pay Day we launched "Equal Pain Day" in road cycling. A campaign to raise awareness around closing the pay gap in the peloton. Because cyclist are in the suffering business. They go deep. Embrace the hurt. Man or women. It makes no difference. So our campaign had a clear message: Equal pain, equal pay. The message echoed in the peloton and beyond through social media and PR.

This professional campaign titled 'EQUAL PAIN DAY' was published in Belgium in September, 2023. It was created for the brand: KPMG, by ad agency: Kiss The Badge. This Digital, Direct, and Film media campaign is related to the Sports industry and contains 1 media asset. It was submitted 6 months ago.


Agency: Kiss The Badge
Client: KPMG, Flanders CLassics
Contact: Bart Peeters (KPMG), Simon-Pierre Verstraete (KPMG), Annelore Cleuren (FC), Tomas Van Den Spiegel (FC)
Creative Director: Dennis Vandewalle
Managing Director: Sam Kerkhofs
Operations Director: Leroy Deltour
Digital Marketing Lead: Siebe Derdelinckx
Copy & concept: Dennis Vandewalle
Production: Sporthouse Group
DOP: Kenneth Staelens, Jordi Dobbelaere
Editing: Kenneth Staelens
Sound design & grading: Option Media
Design: Thomas Rouckhout
Photography: Bram Kreike
Social Media Manager: Mackenzie Van De Poel


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