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SporTV

#LetHerRun

Agency: Africa

Description

There is a group of female athletes banned from participating in official sports competitions because they have above average natural testosterone levels. Considered by some as a sign of intolerance, prejudice and lack of empathy, this standard has prematurely ended the career of dozens of athletes and threatens the journey of several world class runners including the three women who won medals in the 800m competition in Rio 2016 Olympic Games: Francine Niyonsaba from Burundi, Margaret Wambui from Kenya and the twice Olympic champion Caster Semenya. One of the top names in the world’s track and field competitions, Caster is banned by the World Athletics (WA), former International Association of Athletics Federations (IAAF), from defending her title in Tokyo 2020. The Federation says she will only be able to compete if she takes hormone suppressants to lower her testosterone levels. Male athletes are not limited by a natural testosterone level to compete.

This NSFW professional campaign titled '#LetHerRun' was published in Brazil in November, 2020. It was created for the brand: SporTV, by ad agency: Africa. This Film medium campaign is related to the Media and Sports industries and contains 1 media asset. It was submitted almost 2 years ago by PR: Isabela Levy of Africa.

Credits

Advertising Agency: Africa, Sao Paulo, Brazil
CCO: Sergio Gordilho
ECD: Matias Menendez
Copywriter: Nicholas Bergantin
Art Directors: Rodrigo Adam, Pedro Galdi, Yan Graller
Special Projects Directors: Monique Lopes Lima, Juliana Leite
Special Projects: Fernanda Segura, Fernando Alonso, Lica de Souza, Isabela Levy, Thays Miranda, Caio Rodrigues, Aline Saraiva, Malu Lins
Sustainability & Institutional Relations: Raphael Vandystadt
Community Managers: Carol Patrocinio, Carolina Camila
PR: Valerie Silverman Kerr, Fabiana Antacli, Carina Miranda / Inovem Comunicacao
Agency Producers: Rodrigo Ferrari, Renata Sayao, Ian Inglez
Production Company: Santeria
Director: Rafa Damy
Assistant Director: Barbara Aranega, Pedro Sokol
Director of Photography: Guilhe Muse
Production Co./Art Direction: Paty Pereira, Thiago Cusack
Make-up: Miriam Kanno
Costume: Kleber Lucin
Editing: Rodolpho Ponzio
Post-Production: Line
Color Grading: Osmar Junior
Production: Paula Ortiz
Executive Producers: Telma Silva, Rafa Damy, Edgard Soares Filho
Sound Design: Studio Cabaret
Musical Production: Mauro Kuschnir
Composer: Guilherme Azem
Mixing and Post-production: Gab Scatolin
Coordination: Verusca Garcia, Junior Freitas

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