Dominoes is a male-dominated game, both professionally and in the casual matches played in latino neighborhoods, so what better medium to put a spotlight on the many inequalities latina women still encounter.
For International Women’s Day we released a special edition set where each piece highlighted a specific inequality; proceeds from sales went to a non-profit focused on erasing the gender pay gap.
Note: This idea didn't get produced; only here to show conceptual thinking.
Creative Directors Casey D'Alessandro & Steve Cady
Copywriter Hector Jamesson
Art Director Mara Frontera
We then partnered with different women who’ve succeeded in fields traditionally dominated by men, and our domino sets served to highlight the way they defied all these odds on their way to success.