THE GIST: TAMPONS VS. TIGER

Client: The Gist
ECD: Hans Thiessen, Morgan Tierney
Group Creative Director: Sean O’Connor
CD / Art Director: Grace Cho
Art Director: Shona Massey
CD / Writer: Cam Spires
Agency: Rethink
Editor: Stephen Shevchuk

When Tiger Woods handed his peer a tampon, making a joke of women’s sports and health, people were pissed. But instead of getting angry, women-led sports brand The Gist got even, by transforming his game into a real-time campaign against misogyny.

At the 2023 Masters tournament, we donated a box of tampons in Tiger’s name for every stroke he took, meaning the worse he played, the more we donated. We tracked his donations in real-time on our site, and rallied others to join in, which they did. Everyday feminists, pro athletes and even major tampon brands jumped in to help transform a bad joke into a force for good.

Recognition
2023 CommArts Advertising Award - Non-traditional Advertising
2023 CommArts Interactive Award - Social
2023 ADCC Awards - Social Media
2023 Applied Arts Advertising Award - Cause-Related Advertising - Single
2023 Applied Arts Advertising Award - Experiential/Digital Engagement - Single