The Sex Change

Agency Network: 
July 2017


Equality between men and women. It's still an issue - also in sports where female athletes struggle to get the recognition they deserve.

To make the point, Danish sports brand hummel made all the players on the national women's football team change their sex on Facebook from female to male - right before the European Championships.

The Sex Change sparked a huge debate in the media. And reminded the Danes to keep pushing for gender equality. Yet another way of inspiring young girls to believe in themselves. And equality for all.

Digital advertisement created by envision, Denmark for Hummel, within the category: Fashion.

Advertising Agency: envision, Denmark
Art Director: Rasmus Saaby Bentzen
Copywriter: Peter Boe
Account Executive: Tomas Olesen
Chief Creative Officer: Jesper Herholt
Awards Manager: Anders Christiansen
Editor: Uffe Kjær Thomsen
Special Credit: Morten Lund
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kleenex's picture

The idea worked.

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