The Weight of Inequity

Agency: Asia


ENGIE launches campaign to boost discussion about gender inequity in sports

São Paulo, July 4 - Aiming to draw attention to all kinds of prejudice and the need of democratizing opportunities to both men and women on tennis courts and in everyday life, ENGIE, the French leading renewable energy company, has launched "The Weight of Inequity", a campaign that presents a racket 20 times heavier than the one used in matches.

The piece, conceived by ASIA, ENGIE's advertising agency, features words such as "misogyny," "intolerance," "lower visibility," and "inequity," among others, which refer to issues faced by female athletes in the daily life of sport.

"As a traditional tennis sponsor in Brazil, Engie realizes that the challenge for female tennis players goes far beyond the courts. That's why we decided to create this campaign and raise a debate about gender inequity in sports. Within the company, we promote female inclusion in a daily basis and have a global goal of achieving gender parity in leadership positions by 2030" - says Gil Maranhão, Director of Communication and Corporate Social Responsibility at ENGIE Brazil.

The racket was displayed at the entrance of the 2024 Billie Jean King Cup, the premier international team competition in women's tennis, which honored one of the greatest athletes of all time, American Billie Jean King, now 80 years old. The athlete began challenging gender-based dress codes in the 1950s and became one of the pioneers in the fight for equal prize money in sporting competitions. The campaign featured the participation of athletes Bia Haddad, Carol Meligeni, Laura Pigossi, Ingrid Martins, and Luisa Stefani, some of the biggest names in tennis in Brazil.

"The campaign is really impactful and I'm very happy to have my image associated with a company like ENGIE, which cares about such relevant issues as gender inequity in sports. The words written around the racket are very strong and heavy, which reflect the burden we women have to face all the time, not only in sports. The campaign gave us the opportunity to talk a little more about our experiences as women, related to those words," said tennis player Carol Meligeni.

This professional campaign titled 'The Weight of Inequity' was published in Brazil in July, 2024. It was created for the brand: ENGIE, by ad agency: Asia. This campaign is related to the Sports industry and contains 2 media assets. It was submitted 14 days ago.


Title: The Weight of Inequity
Client: ENGIE
Creation: ASIA
Production: SWEET
Agency production: Taís Caetano / Larissa Deruzzi
Media: Camila Ferreira
Planning: Carla Sá, Livia Lanzoni
PR: Casa Delas Comunicação
Social Media: Estratégica
Approval: Leandro Provedel, Karina Howlett, Michele Schifino


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