I’m very grateful for having had the opportunity to work on a project very close to my heart. Having spent half my life in competitive sport, I was proud to help develop a campaign that would boldy pull back the curtain on the outdated prejudice that still exists in women’s sport. Along with MLSE and Canadian Women’s Basketball, we showed the world the extreme passion, sacrifice, strength, and pure determination it takes for women and girls to succeed in sport. Despite the inequality they recieve, women are defying what is possible and their achievements go unrecognized, untelevised, and unfunded. It’s pure madness. https://www.basketball.ca/madlove

At Sid Lee Toronto, I directed a provocative TV and OOH campaign that demanded attention. Headlines did not hold back, soften or ‘feminize’ the message. By branding the campaign ‘Madlove’, we were able to insert our message into culture, creating a momentum that could live on beyond the campaign. We gave a name to the fight, and a badge to women all over the world. My goal was to create a platform that held up to the highly funded and promoted campaigns created for male sports. I wanted it to be loud and attract a large audience. Our strategy proved that the biggest contribution we could make to changing the game for women in sport, was to increase visibility and ultimately the fans.

*Unfortunately due to Covid-19 (2019-2021) only a portion of this campaign was released on International Women’s Day 2021.

Creative Director, Copy & Design - Andrea Gustafson
ECD - Jeff DaSilva
Designer - Priya Mistry
Agency - Sid Lee, Toronto