MullenLowe Delta Campaign Raises Awareness for Gender Equality in Sports
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MullenLowe Delta and its client Banco Pichincha, the main sponsor of Liga Deportiva Universitaria (LDU) de Quito soccer team, launched a campaign to raise awareness for gender equality in sports.
At the team’s home stadium, MullenLowe Delta and Banco Pichincha staged a soccer match with a twist – the players were invisible to represent the relative invisibility of women in sports. With the stadium at full capacity for the men’s game, “Unseen Players” started at half-time, with only three referees and a ball on the field. Supporters saw the match unfold with fouls and free kicks, but no players in sight.
The ball was controlled by a radio frequency device developed to look as though it was being kicked by invisible players. Fans were surprised but excited, celebrating every move from this invisible team that ended with a big goal celebration.
Following the activation, a message from Belén Aragón, captain of the LDU team appeared on screens around the stadium: “Like this match, there are 234 matches that very few people see. It is very important that together we promote gender inclusion and equality in sports.” After her speech, the men’s team welcomed the “white warriors” forming an honor guard on the field, applauded by the supporters.
