Despite the great advancement of women's football in recent years, Brazil is still far from being the country of football for them. A survey showed that only 1% of the income of Serie A clubs is destined to promote the female modality. It's like they play on a slope, where it's hard to develop a move even with a lot of talent, with difficulties at all times. In this premise PUMA, in partnership with BETC HAVAS São Paulo, created the action 'Joga Na Subida' (The Unlevel Playing Field) to raise awareness of the differences in financial contributions and incentives to men's and women's football in the country.
The first step of the initiative was building a soccer field on top of an inclined structure, transforming it into a climb. Then, amateur men's soccer teams were invited to a match at the venue. To help spreading the message, the entire action was filmed and made into a 1-minute launch video. In one part of the video, when seeing the pitch different, one of the players already warns that the game will be difficult. Then, it is possible to perceive the difficulty of the teams in carrying out the game and even staying on their feet.
To endorse the initiative, the action also had the participation of the ace and player of Corinthians and the Brazilian National team, Tamires Dias. She believes that after the experience of playing on a slope, men now know a little about the difficulty and how they feel about not having the proper recognition and investment in women's football. The film ends with an important provocation: ‘So what? Shall we even out this difference?'.
To prove how difficult it is for women to play soccer in Brazil, the action will continue with the participation of influencers and former players.
This professional campaign titled '#JogaNaSubida (The Unlevel Playing Field)' was published in Brazil in April, 2022. It was created for the brands: Puma and Puma, by ad agency: BETC Havas. This Direct, Experiential, and OOH Outdoor media campaign is related to the Sports industry and contains 2 media assets. It was submitted almost 2 years ago by PR: Leticia of Tre Assessoria.
Agency: BETC HAVAS
Product: #JogaNaSubida (The Unlevel Playing Field)
CCO: Erh Ray
ECD: Andrea Siqueira
Creative Director: Marcelo Ribeiro
Associate Creative Director: Victor Castelo
Creatives: Victor Castelo, Philippe Demar e Guilherme Markert
Integrated Production Director: Anna Luisa Ferraz
Producers: Juliana Arantes, Rafael Paes e Dayane Dantas
Scene director: Luigi Dias
Editor: Arthur Carvalho
Graphic Production: Gilmar Souza, Carlos Valeriano e Marcio Brusaferro
Audio Production: Mission music
Music producer: Gabriel Soster
Account: Luciana Fernandes
Coproduction company: Santeria Filmes
Client approval: Fabio Kadow e Rubia Pria