LEAN IN #38PERCENTCOUNTS
ADIDAS NAM
Horizontal Brand Campaign / Art Direction & Design
Building on the adidas partnership with LeanIn.Org that launched on April 10 for Equal Pay Day, adidas raised awareness on Black Women’s Equal Pay Day – August 7 – to support the #38PercentCounts campaign. This date represents the amount of time black women had to work into 2018 to earn what white men were paid in 2017.
The brief
New concept – We need to deliver a new concept with a refreshed look & feel that for Lean In with a focus on Black Women's Equal Pay Day and #38percentcounts.
Creative Tie – Previous adidas x Lean In communications and campaigns
Deliverables – Social: Organic posts in own channels; Digital: CRM, Homepage banner; Retail: Poster, reusable shopping bag, and sales associates’ t-shirt.
Objectives
Awareness – Traffic to LeanIn.Org creating awareness of the issue and provide tools
Brand Integration –Position the adidas brand as a partner that supports equal pay and women in leadership, believes Diversity & Inclusion are key, and is committed to level the playing field.
Traffic – to a dedicated landing page on adidas.com building brand empathy and consumer trust
The concept
Based on the headline LEVEL THE FIELD and the hashtag #38PERCENT COUNTS I conceptualized two design directions around visual representation of inequality and pay discrepancies.
To connect to the campaign headline and the unique tie to Sport we leveraged existing photography of partner athletes and basketball stars Nneka and Chiney Ogwumike who have been advocating for WNBA players’ fight for better pay, and for women in sport.
The type-based design representing the pay gap with incomplete letters in the headline treatment, delivering a clean and decluttered design that visually connected to the issue and highlighted the strength, power, and perseverance of the athletes through beautiful photography.
Social
Digital
CRM Main Story
Homepage Large
Desktop
Tablet
Mobile
Retail
Client: adidas Brand Activation Head Office
Agency: Adidas NAM Brand Design
My Role: Concept, Art Direction & Design
Producer / Brand Design Manager: Russell Borne
Photography: Provided by adidas Basketball Comms