Background:

A MeToo movement is taking place in the Korean sports industry, where individuals are coming forward to disclose the physical abuse they have experienced.

Insight:

The intention is to expose the distorted reality of violence within the Korean sports industry.

Idea:

Powerade, a brand that encourages a healthy sports spirit, will design intentionally distorted versions of their products to serve as a reminder that abuse has no place in sports. These designs will allow people to witness the actual representation of abuse.