Senior copywriter
National Bank
Stunt, activation campaign, merch.
Credits
Copywriter - Roxanne Pelletier
Art Director - Hang Tan Tang
Sarah Lemire, David Fernandez
Director : Louis-Charles Pilon
DOP : Hugo Dubé-Bouchard
Production : Lg2 Fabrique
Creative director - Marilou Aubin, Dominique Bulmer
Strategy : Arthur Rollet
Agency production : Andréanne Hébert
Inequality socks
The National Bank of Canada takes a stand for equality with socks that expose tennis’ gender gaps.
In tennis, like in many sports, the game isn’t played on equal ground. Several inequalities remain. That’s why we launched, at the National Bank Open 2025, one iconic tennis accessory that made that truth impossible to ignore: a pair of unequal socks.
Introducing Inequality Socks, mismatched on purpose to expose the persistent gaps in women’s tennis. From unequal pay, to underrepresentation in coaching, to the staggering dropout rate among teen girls, these socks turned cold statistics into something you could see and wear.
Featured on
Campaign
Launched just weeks ago, the socks were proudly worn by top Canadian athletes, including the champion of the 2025 National Bank Open, Victoria Mboko, and handed out to fans live at the tournament. They made their way into the stands, social feeds, and media across the country.
The Inequality socks aren’t merch, they are a statement :
As long as the game isn’t equal, our socks won’t be either.
