United States Tennis Association: Women Worth Watching by mcgarrybowen

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The US Open has a long history supporting Women's Equality. So, when Mcgarrybowen Chicago uncovered the shocking fact that of all sports covered in America, only 4% features female athletes — they knew the USTA would be all in on bringing awareness to this issue. The campaign will launch on the opening day of the US Open, which serendipitously falls on Women’s Equality Day. The USTA also expanded its partnership with SheIS, a not-for-profit group whose goal is to "leverage the power of women in sportsto 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. The message is delivered by Billie Jean King, a fearless crusader in the fight for women’s visabllity and pay equity in sports. She was the perfect voice for our spots.

Credits

Client:

CMO: Amy Choyne

Managing Director, Marketing: Nicole Kankam

Marketing Manager: Carrie Ehorn

Marketing Coordinator: Noelle Hickey

Agency:

Chief Creative Officer: Kurt Fries

Group Creative Director: Lee Remias

Creative Directors: Lara Herzer & Mike Wegener

Head of Production: Steve Ross

Executive Producer: Mark Olson

Music Licensing Supervisor: Libby Morris

Director of Business Affairs: Joann Baker

Business Manager: Karen Blatchford

Group Strategy Director: Chris Robertson

Group Managing Director: Tom Smith

Account Director: Kristen Eglitis

Account Executive: Grace Harding

Production Company: Cinema Libertad

Editor: Robert Stockwell

Editor: Max Gold

Editor: Lindsay Rynne

Assistant Editor: Kathleen Bracke

Finishing Editor: Olivia Curry

Post Production: Nice Shoes

Post Producer: Serena Bove

Color Artist: Ron Sudul

Voice over: Billie Jean King

Hashtags: #WomenWorthWatching #mcgarrybowen

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