The Big Punch
Everlast
Issue 32 | September 2014
Agency
Independencia, Peru
Creative Team
General Creative Directors Marco Caballero Germa´n Garrido Head of Art Renzo Sanguinetti Copywriters Germa´n Garrido Marco Caballero Jose Cano´nico Gustavo Flores Art Directors Giuliano Sosa Fernando Valladares
Production Team
Production Director Winston Wolf Agency Production Eliana Vigil Industrial Design Carl Lindemann
Other Credits
Planners Jose´ Cano´nico Renzo Vallejo Carlos Ma´s Account Director Rossana Velasco Client Mo´nica Bedoya
Date
2014
Background
Everlast is the global brand leader in the design, manufacture and marketing of authentic boxing, martial arts and fitness gear.
The brand wanted to establish its credentials with a younger demographic, women who were no longer prepared to tolerate the extreme chauvinism of the country.
Idea
If there is anywhere in Peru where women suffer most abuse it is on the roads. Since more women buy Everlast products than men, the brand wanted to support its key customers.
A team of women designers and engineers created The Big Punch, a car designed like a boxing glove.
It was driven by Natalia Malaga, an Olympic medallist, coach of the national netball team and a woman famous for her temper.
All women had to do to complain about an abusive male driver was use the hashtag #guantazo with the driver's number-plate and location and Natalia would go after him and drive into him, delivering her big punch.
The Spanish word 'guantazo' means big punch and it was rapidly absorbed into everyday language.
Results
When even the President of the country goes on record as saying, keep on 'giving guantazos to those who deserve them', then something special has been achieved.
Our Thoughts
Rampant sexism is more or less under control in many countries but it seems that in Peru it is not. So what makes this campaign a delight is, firstly, that it is so local in flavour. An issue which no-one was taking seriously suddenly became a hot topic in the news.
I love the fact that the idea is so visibly connected to Everlast’s heritage in boxing. It was a great way for the brand to declare its values and win the loyalty of every feminist in Peru.