Create an inspirational integrated campaign with the Turkish women’s volleyball team at its core that inspires young girls and teens to stay involved in sports activities.

Background: Going from a teen player to a serious career requires sponsorships. So as an athlete, you aim to get them, but it means you always have to be on top.

Insight: Because of their competitive nature, a lot of young female athletes drop out of their sport because they are afraid of losing and not being good enough.

Idea: There is no better place to learn to accept failure and keep on moving than in sports. That’s why we introduce the FIRST SPONSORSHIP THAT REWARDS LOSING, which will motivate girls to stay on track to achieve great things. Not only in their sport but also in life in general.

Execution: Sports teams that train teenagers will have a unique sponsorship agreement with McDonald’s. It will reward them with a special menu after losing a game. Inspired by the Turkish women's national volleyball team, it will be called McSultans of the Net. It will comfort teenage teams and motivate them to never give up.