Björgvin Pétur
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Here to create change

 
 

Here to create change

This project is a brief from D&AD. The brief was set by adidas and was about encouraging young females to continue in sports.

After been doing some research I realised that the problem was not these young females, but us society. The view we have on women in sports is distorted.

Women in sports are viewed not feminine, body image issues and face heavy discrimination, which is the main reason why women quit sports.

With this concept I want people to see how we view them, distorted. The idea is to have edgy, shocking and impactful visuals to demonstrate the idea.

 
 
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Society has a distorted view on women in sports
 
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