Ambush The Olympics

The brief was to 'Ambush the Olympics' while abiding by Rule 40, which states that only official sponsors of the Olympics can use its likeness in any way. That means I would have to allude to the Olympics without actually mentioning it. I watched a documentary about Japan for research called 'Japan by Sue Perkins'. In this documentary, I found out that female sumo wrestlers were allowed to train but were not allowed to go professional. I thought this would be an amazing issue to tackle. Equal Rights. I referred to Japan as The land of the rising sun to avoid Rule 40 issue, and to put a twist to it I named it "The land of the risen Son". I created a campaign containing videos and posters illustrating this issue and how women have their potential hindered.