The Big Punch by Everlast is a campaign that responds to the amount of verbal abuse that female drivers get in Peru, just for being female. Everlast devised a women-empowering campaign to show that the boxing glove brand would not go down without a fight.
To really show girl power, a boxing glove-shaped car was developed by a team of all women. It was sent out onto the roads with Olympian Natalia Málaga behind the wheel—she's known to be a little bit temperamental. Female drivers who experienced abuse on the roads could send the licence plate with a location for Málaga to track down. In the boxing glove car, she'd give the rude drivers a punch by bumping into the back of their cars, giving them a taste of their own medicine.
Boxing Glove Cars
Everlasts' Big Punch Championed Women Who Are Verbally Abused on the Roads
Trend Themes
1. Female Empowerment Campaigns - The success of Everlast's female-empowering campaign in Peru showcases the need for more brands to embrace the empowerment of women.
2. Interactive Advertising Campaigns - Everlast's Big Punch campaign shows the potential of interactive advertising campaigns to engage audiences and increase brand awareness.
3. Socially Conscious Branding - The social consciousness of the Everlast brand, as seen in their Big Punch campaign, highlights the growing importance of socially conscious branding for businesses.
Industry Implications
1. Automotive Industry - The development of the boxing glove-shaped car for Everlast's Big Punch campaign demonstrates the potential for innovative designs in the automotive industry.
2. Sporting Goods Industry - The success of the female-empowering campaign by Everlast showcases the opportunities for sporting goods companies to support social causes and empowerment.
3. Advertising Industry - The interactive nature of Everlast's Big Punch campaign highlights the potential for creative and engaging advertising strategies that reach audiences in new and innovative ways.