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Women Worth Watching

Agency Network: 
Published/Aired: 
August 2019

Description

The US Open has a long history supporting Women's Equality. So, when we uncovered the shocking fact that of all sports covered in America, only 4% features female athletes—we knew the USTA would be all in on bringing awareness to this issue. We decided to launch the campaign on the opening day of the US Open, which serendipitously falls on Women’s Equality Day! The USTA also expanded their partnership with SheIS, a not-for-profit group whose goal is to "leverage the power of women in sports to create a future of, by and for strong women." Having worked with SheIs since 2018, they were a natural partner to amplify and extend the reach of the campaign.

The campaign goal is simply to get the world to see that women are worth watching and to encourage equal media coverage of men’s and women’s sports. While USTA’s platform is tennis, the campaign challenge extends to all women's sports. The creative is centered around a call to arms, using the hashtag: #WomenWorthWatching—which serves as an invitation to spread the word. And who better to deliver that message than Billie Jean King herself, a fearless crusader in the fight for women’s visabllity and pay equity in sports. She was the perfect voice for our spots.

Film advertisement created by mcgarrybowen, United States for USTA, within the categories: Public Interest, NGO, Sports.

Advertising Agency: mcgarrybowen, Chicago, USA
Chief Creative Officer: Kurt Fries
Group Creative Director: Lee Remias
Creative Directors: Lara Herzer & Mike Wegener
Head of Production: Steve Ross
Executive Producer: Mark Olson
Music Licensing Supervisor: Libby Morris
Director of Business Affairs: Joann Baker
Business Manager: Karen Blatchford
Group Strategy Director: Chris Robertson
Group Managing Director: Tom Smith
Account Director: Kristen Eglitis
Account Executive: Grace Harding
Production Company: Cinema Libertad
Editor: Robert Stockwell
Editor: Max Gold
Editor: Lindsay Rynne
Assistant Editor: Kathleen Bracke
Finishing Editor: Olivia Curry
Post Production: Nice Shoes
Post Producer: Serena Bove
Color Artist: Ron Sudul
Voice Over: Billie Jean King
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