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Everlasts' Big Punch Championed Women Who Are Verbally Abused on the Roads

By: Laura McQuarrie - Published: • References: everlast & creativeguerrillamarketing
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. Stats for Boxing Glove Cars Trending: This Quarter & Warm
Traction: 337 clicks in 14 w
Interest: > 3 minutes
Concept: "big Punch"
Related: 81 examples / 62 photos
Segment: Females, 18-55
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