DESIGN
ART DIRECTION
Brief set by
adidas
BREIF: Create a powerful media campaign that breaks down barriers for young women in tennis.
SOLUTION: A powerful social media campaign addressing a current issue in women’s tennis. Women’s professional tennis has faced decades of sexism. With many eyes currently on the U.S. Open following Serena William’s accusations of sexism and being silenced, this campaign gives women a voice and positions Adidas on the right side of the debate.
Female tennis players are set to face penalties for letting out a shriek with their serve.
The WTA wants to eliminate grunting from its matches. The plan to reduce on-court grunts and shrieks consists of something called a “grunt-o-meter” – a hand-held device, which would measure how loud a woman is grunting/shrieking. This is extremely sexist as this will only affect female players, not males who serve with equal decimal levels.
