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Category
Physical Product / Promotional
Annual ID
OS22_IP014M
About the Work
Tokyo 2020: For the first time, as many female as male athletes were chasing the medals. Sounds like women in sports finally get the attention they deserve? Quite the opposite. In German sports media male athletes still get 90% of the coverage while female athletes get only 10%!
With #ShowUsEqual we helped the German Olympic Sports Confederation (DOSB) as one of the world’s largest sports federations to take a stand against this huge inequality and activated countless people to stand up with them by turning a campaign into a social movement – true to the DOSB values.
The hashtag #ShowUsEqual and a striking and sports-related symbol, two socks worn at uneven heights, turned boring numbers into an engaging earned media campaign. The campaign kicked off with an open letter to German media demanding equal sports coverage for female athletes. Then, with their own unequal pair of socks, we encouraged athletes and sports influencers to make their “sock statements” on social media.
Despite the budget of 4,000 euros our powerful symbol and the dedicated participation of the German sports community turned the campaign into one of the most discussed sports topics in Germany. With 2.8 million impressions on Instagram and around 25 times more comments on the DOSB Instagram channel than the previous average we sent a signal against inequality in sports reporting that will last.
With #ShowUsEqual we helped the German Olympic Sports Confederation (DOSB) as one of the world’s largest sports federations to take a stand against this huge inequality and activated countless people to stand up with them by turning a campaign into a social movement – true to the DOSB values.
The hashtag #ShowUsEqual and a striking and sports-related symbol, two socks worn at uneven heights, turned boring numbers into an engaging earned media campaign. The campaign kicked off with an open letter to German media demanding equal sports coverage for female athletes. Then, with their own unequal pair of socks, we encouraged athletes and sports influencers to make their “sock statements” on social media.
Despite the budget of 4,000 euros our powerful symbol and the dedicated participation of the German sports community turned the campaign into one of the most discussed sports topics in Germany. With 2.8 million impressions on Instagram and around 25 times more comments on the DOSB Instagram channel than the previous average we sent a signal against inequality in sports reporting that will last.
2022 Awards
Total Points: 3
Merit
Credits
Agency
Kolle Rebbe / Hamburg
Client / Brand
German Olympic Sports Confederation / Frankfurt/Main
Editor
Alexander Seipel
Executive Creative Director
Stefan Wübbe
Account Supervisor
Jan Vierig
Agency Producer
Jan-Ole Brendel
Account Manager
André Tiedemann
Film Production, Audio Production, Photo Post Production
Kolle Rebbe Studios
Final Artwork
Ralf Seelig
Head of Digital Communications
Jens Behler
Head of Marketing
Florian Frank
Lead Creation
Christoph Bielefeldt
Marco Obermann
Managing Director, Production, Account Manager
Marco Cordes
Photo Post Production
Tobias Schlieperskötter
Product Design / Packaging
RTS SCHOLZ / Bremen
Production Manager
Lore Glander
Martin Lühe
Sounddesigner
Klaas Nocken
Speaker
Ella Schreiber
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