The film, which has as its central theme the story of the Brazilian who was prevented from refereeing football matches because she was a woman, reinforces the brand’s purpose of encouraging female progress
During the award ceremony of the 70th edition of the Cannes Festival of Creativitythe most important award in world advertising, held in France, intimate®, the feminine care brand of Kimberly-Clark, won the Golden Lion, in the Entertainment for Sport category, with the short film “Lea”. The short film, created by Ogilvy Brasil, tells the story of the former soccer referee, Lea Camposprevented from refereeing games because she is a woman and menstruates.
The 3-minute film, with stage direction by Olívia Lang and production by Moon Heist, shows the struggle of Brazilian Lea, in 1967, to become one of the first female referees in the world, when soccer was still seen as a sport only for men. Through the representation of a dialogue between the protagonist and the sports leaders of the time, the short film portrays the everyday stigma and prejudice that she had to face for years later, to fulfill her dream of refereeing football games and inspiring other women.
“It is a great satisfaction to win the Golden Lion at the most important award in the film market in the world with a case as emblematic as this one, which portrays Lea Campos’ trajectory of overcoming and questioning the stigma of menstruation and which follows the brand’s purpose of encouraging female progress, reinforcing that a woman’s place is wherever she wants. We are very proud of this achievement! May Lea’s story continue to encourage other girls and women to pursue their dreams.”highlights Ronaldo ArtCMO of Kimberly-Clark for Brazil.
The former referee, Lea Campos, was prevented from refereeing football matches, being, at the time, asked by officials how she would act when she was on her menstrual period. Years later, she finally managed to referee games of great importance in the world and opened doors for other referees to conquer their dreams, showing that, menstruating or not, all women can accomplish whatever they want.
“We, at Ogilvy, are proud to receive this Golden Lion with Lea’s case. An essential film for future generations, which will be masterfully recorded in the history of football. Lea was a pioneer in many things, not only in the profession she chose to fight, she broke paradigms on and off the field, inspired other female figures to enter this profession and left on record that sport should not impose standards. Lea’s case is unique, it is rewarding for us, as communicators, to share all this with people”emphasizes Sergio MugnainiChief Creative Officer at Ogilvy Brasil.
“No woman should be prevented from doing anything because she is a woman or menstruating. And Lea Campos overcame all stigmas, opening doors for other women to referee important games, as we see today. She inspired and encouraged even more women around the world to not give up on their dreams. Therefore, telling this story and still winning this Golden Lion is an achievement for us”, says Marisa Cazassa, executive marketing manager for Kimberly-Clark in Brazil.
Source: sportbuzz
I am William Jackson and I have a passion for sports journalism. With over 3 years of experience in the industry, I have worked in a variety of roles to improve the quality and accuracy of sports news coverage. As an author at Athletistic, I specialize in covering football news and providing comprehensive analysis for fans around the world.
