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New Blood Entry — Stereotypes In Sports

Award: Wood Pencil

adidas / 2019

Adidas challenged us to come up with an idea that would create positive change in female sport. There is a saying: “You can’t be what you can’t see.” So we decided to focus on mental barriers. There are many stereotypes about what girls like. We wanted to use these clichés to tell a new story. Our campaign uses sentences like “I’m a girl. Sure, I like gossip.” but gives them an entirely different meaning. Our posters will be seen on the streets of London as well as on social media. Hopefully, our images will break barriers in the viewer’s mind and get more people to shop on www.adidas.com

This idea was a creative response to a hypothetical brief set by adidas as part of the New Blood Awards programme.

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