We used the real life betting odds of actual football matches to make gender inequality impossible to ignore for an audience that would otherwise be unlikely to engage with the conversation. By comparing the odds of underdog teams winning against football giants with the statistical odds of women reaching the top across different industries, we uncovered a striking reality: in many cases, an upset on the pitch was more likely than a woman breaking through systemic barriers. We then brought these statistics to life by celebrating the women who continue to defy those odds, proving that while the system may be stacked against them, they refuse to be defined by it.
MY ROLE: Creative Direction
