USTA - "Women Worth Watching"

mcgarrybowen

mcgarrybowen Chicago, United States

5536

This ad is part of the ACT Responsible Collection

Brand: USTA
Country: United States

Advertiser: United States Tennis Association

Title	Women Worth Watching
Agency	mcgarrybowen
Campaign	Women worth watching
Advertiser	United States Tennis Association
Brand	USTA
Posted	November 2019
Business Sector	Racial/Ethnic/Minority/Disability Awareness
Tagline	Who inspires you?
Story	The US Open has a long history supporting Women's Equality. So, when we uncovered the shocking fact that of all sports covered in America, only 4% features female athletes—we knew the USTA would be all in on bringing awareness to this issue. We decided to launch the campaign on the opening day of the US Open, which serendipitously falls on Women’s Equality Day! The USTA also expanded their partnership with SheIS, a not-for-profit group whose goal is to "leverage the power of women in sports to create a future of, by and for strong women." Having worked with SheIs since 2018, they were a natural partner to amplify and extend the reach of the campaign. The campaign goal is simply to get the world to see that women are worth watching and to encourage equal media coverage of men’s and women’s sports. While USTA’s platform is tennis, the campaign challenge extends to all women's sports. The creative is centered around a call to arms, using the hashtag: #WomenWorthWatching—which serves as an invitation to spread the word. And who better to deliver that message than Billie Jean King herself, a fearless crusader in the fight for women’s visabllity and pay equity in sports. She was the perfect voice for our spots.
Media Type	Television & Cinema
Length	90 seconds
Account Director	Kristen Eglitis
Account Executive	Grace Harding
Assistant Editor	Kathleen Bracke
Business Manager	Karen Blatchford
Chief Creative Officer	Kurt Fries
Colorist	Ron Sudul
Creative Director	Lara Herzer
Creative Director	Mike Wegener
Director of Business Affairs	Joann Baker
Editor	Lindsay Rynne
Editor	Max Gold
Editor	Robert Stockwell
Executive Producer	Mark Olson
Editor	Olivia Curry
Group Creative Director	Lee Remias
Group Managing Director	Tom Smith
Group Strategy Director	Chris Robertson
Head of Production	Steve Ross
Post Production	Serena Bove
Post Production	Nice Shoes
Production Company	Cinema Libertad
Voice	Billie Jean King