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A Pawn Can Beat The King

Advertised product

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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