The One Show
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Category
Online-only Films & Video / Over 60 Seconds - Single
Annual ID
OS23_FI095M
About the Work
In the year that the whole world talked about the pioneering 6 female referees to participate in a World Cup, Kotex, the brand that defends that period or not, all women can do whatever they want, hacked the event to tell an inspiring story that no one knows. The fight of brazilian Lea Campos against misogyny, patriarchy and stigmas to become the world's first female referee.
To recognize her legacy and how much she inspired women throughout generations, we created a short film to portray the difficulties Lea overcame, going through fragments of real dialogues between Lea and João Havelange, the president of the Brazilian Football Confederation at the time, who prohibited her from refereeing even after her graduation. One of the excuses used by him: "What about when you are on your period?"
In 1971, after years of struggle, Lea was finally freed to referee matches of great importance and opened doors so other female referees could make their dreams come true.
It's a project that took people back in time to realize the value of Lea's fight in the participation of women in sport, showed that period should not be a barrier for women to do what they want and placed Kotex among the most seen World Cup 2022 campaigns, beating the biggest brazilian sponsors of the event.
Because, period or not, they can.
To recognize her legacy and how much she inspired women throughout generations, we created a short film to portray the difficulties Lea overcame, going through fragments of real dialogues between Lea and João Havelange, the president of the Brazilian Football Confederation at the time, who prohibited her from refereeing even after her graduation. One of the excuses used by him: "What about when you are on your period?"
In 1971, after years of struggle, Lea was finally freed to referee matches of great importance and opened doors so other female referees could make their dreams come true.
It's a project that took people back in time to realize the value of Lea's fight in the participation of women in sport, showed that period should not be a barrier for women to do what they want and placed Kotex among the most seen World Cup 2022 campaigns, beating the biggest brazilian sponsors of the event.
Because, period or not, they can.
2023 Awards
Total Points: 3
Merit
Credits
Agency
Ogilvy Brasil / São Paulo
Client / Brand
Kimberly Clark / São Paulo
Production Company
Moonheist / São Paulo
Music / Sound Production Company
Lucha Libre Audio / São Paulo
Post Production Company
Space Gorilla / São Paulo
Clandestino / São Paulo
Art Director
Guilherme Pinho
John Bogéa
Felipe Pires
Chief Creative Officer
Sergio Mugnaini
Chief Strategy Officer
Thais Frazão
Director of Photography
Lícia Arosteguy - Moonheist
Editor
Johann Mallet - Moonheist
Lucas Marini - Moonheist
Lucas Cainã - Moonheist
Thacio Palanca - Lucha Libre Áudio
Executive Creative Director
Samir Mesquita
Executive Producer
Ariel Hidal - Moonheist
Paula Lerrer - Moonheist
William Kim - Moonheist
Henrique Carvalhaes - Moonheist
Producer
Francini Santiago
Stéphanie Chaya
Art Director Assistant
Caio Finco
Producer / Art Director
Manoela Moura - Moonheist
Account
Daniela Celer - Lucha Libre Áudio
Account Director
Laís Pasqua
Account Supervisor
Manuela Motta
Assistant Art
Rodrigo Baraldini - Moonheist
Assistant Director / Line Producer
Emanuele Fenerich - Moonheist
Assistant Scene
Fernanda Coentro - Moonheist
Cast Production
Deborah Carvalho - Moonheist
Corporate Communications Manager
Raphaela Brito
Costume Designer
Melina Schelder - Moonheist
Creative Assistant
Willy Hajli - Moonheist
CSR Specialist
Ana Gushiken - Kimberly Clark
Data Analytics Specialist
Andreza Alcantra
Marina Monteiro
Data Intelligence Manager
Michelle Lins
Executive Marketing Manager Brazil
Marisa Cazassa - Kimberly Clark
General Media Director
Thiago Ferraz
Head of Client
Denise Caruso
Head of Data Intelligence
Viviane Sbrana
Head of Integrated Production
Juliana Henriques
Legal Manager
Luiza Carrera - Kimberly Clark
Marketing Director LAO
Maria Claudia Toffoli - Kimberly Clark
Media & Digital Leader
Cézar Gomes - Kimberly Clark
Media & Digital Specialist
Sabrina Titto - Kimberly Clark
Media Analytics
Natalia Vaccari
Media Coordinator
Isadora Alduini
Media Director
Patricia Monteiro
Media Manager
Isabel Barbosa
Media Planner
João Jardim
Musical Production
Danilo Bárbalaco - Lucha Libre Áudio
Musical Production / Artistic Direction
Paulinho Corcione - Lucha Libre Áudio
Planning director
Fernanda Felicio
Planning Supervisor
Evelyn Oliveira
Post production coordinator
Rodrigo Parente - Moonheist
Post Production Executive
Ana Ourique - Moonheist
André Serra - Moonheist
Product / Brand Marketing Team Leader Brazil
Anne Reder - Kimberly Clark
Production Assistant
João Pedro Mello - Moonheist
Production director
Rosalia de Soldi - Moonheist
Project Assistant
Yasmin Morato
Scene Director
Olivia Lang - Moonheist
Scene Production
Paulo Felipe Barboza Leider - Moonheist
Senior Marketing Analyst Brazil
Paula Forato - Kimberly Clark
Senior Marketing Director Brazil
Ronaldo Art - Kimberly Clark
Senior Marketing Manager LAO
Mariana Barrera - Kimberly Clark
VP of Media
Vanessa Giannotti
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