| Title | A Pawn Can Beat The King |
| Brief | We found the powerful graphic symbol that clearly connects with the story, and can show us a huge world problem in simply way. The Ukrainian Chess Federation and chess athletes themselves have a limited audience. That's why even really resonant and brave act that cost a current world champion her status, could remain unnoticed without our help.«A pawn can beat the king» — story about the big changes that a small pawn can cause. The current world champion in chess declared a boycott for Saudi Arabia and refused to play in a country that violates women's rights. Athlete automatically lost 2 championship titles which she had. However, she did it consciously.The most important is fast reaction to the situation. In 2 days after Ukrainian chess champion announced her decision, we created a laconic poster to support her position and draw attention to huge, modern world problem.The main achievement of the poster: it withdrew the discussion of women rights violation from the narrow sports community to the grass-roots. |
| Agency |
Saatchi & Saatchi Ukraine
|
| Campaign |
A Pawn Can Beat The King
|
| Advertiser |
International Triennial of Eco-posters "The 4th Block"
|
| Brand |
Social Poster
|
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| Posted | November 2018 |
| Business Sector | Subscribers Only |
| Story | Subscribers Only |
| Media Type |
Poster
|
| Creative Director |
K...a Sc.....er Subscribers Only
|
| Copywriter |
Y..a T...o Subscribers Only
|
| Art Director |
I...a B...ar Subscribers Only
|
| Photographer |
N....ia Iv....na Subscribers Only
|
