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New Blood Entry — Moon Rabbit

Award: Wood Pencil

adidas / 2019

In Japanese folklore the rabbit is characterised as meek and feeble. The rabbit is smart but it is also powerless.

Despite this, many of the girls in Japan associate themselves with the animal because they too believe that they are weak like the rabbit. To change this perception and combat the lack of space in Tokyo, adidas will create a campaign in partnership with Pasmo, called Moon Rabbit to increase participation in women's rugby. Through the launch of a new travel card and an after school rugby programme, 14-19 year old girls will be entitled to a week of unlimited transport which can be renewed by partaking in evening rugby sessions ran by adidas professionals around Tokyo. To assist the campaign the hashtag, ‘#YouAre’, will be used redefine the rabbit as a symbol of empowerment for women by idolising the positive attributes of the rabbit.

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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