Advertised product: Social
Name: A Pawn Can Beat The King
Agency: Saatchi & Saatchi Ukraine
Idea
Poster «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 main achievement of the poster: it withdrew the discussion of women rights violation from the narrow sports community to the grass-roots.
Credits
Saatchi & Saatchi Ukraine,
Kosta Schneider, Creative Director Saatchi & Saatchi Ukraine,
Yana Tymko, Copywriter Saatchi & Saatchi Ukraine,
Illya Bondar, Art Director / Designer Saatchi & Saatchi Ukraine,
Natalia Ivashina, Group Account Director
