Ban Them 2?

Culture Campaign

Ban Them 2? is a conceptual culture campaign created in response to a brief centred around developing a campaign for a controversial topic that sparks conversation within society. For this project, I explored the inclusion of transgender athletes in sport, taking the perspective that the core purpose of sport is inclusion and that unfair advantage has always existed through natural physical differences between athletes.

The campaign challenged audiences to reconsider what ‘fairness’ in sport really means by highlighting examples of natural athletic advantages, such as Michael Phelps’ wingspan and other physical attributes that contribute to sporting success. Rather than focusing on division, the campaign aimed to shift the narrative towards perspective, acceptance and inclusion.

To bring the concept to life, I developed the ‘Own Your Edge’ festival. An interactive campaign experience encouraging audiences to compare themselves against the natural advantages of elite athletes. Through immersive activations, bold messaging and sport-inspired visuals, the festival reinforced the underlying message surrounding the inclusion of transgender athletes in sport.

Visually, the campaign combined bold typography, dynamic layouts and energetic imagery to reflect the intensity and emotion of modern sport culture, creating a campaign identity that felt both provocative and culturally engaging.