We were asked to create an inspirational campaign with the Turkish women's volleyball team, 'Sultans/Queens of the Net', at its core that increases women's participation in sport. The primary goal of this campaign was to inspire young girls and teens and encourage equal participation of women not just in sports, but also in leadership and all other aspects of life.

The #QueenModeON campaign is a revolutionary initiative designed to tackle the glaring issue of the underrepresentation of female athletes in mainstream media and its impact on young girls' participation in sports. Recognizing the power of storytelling, the campaign leverages various platforms to amplify the voices of inspiring female athletes. Partnering with YouTube, the transformative "queen" mode curates captivating content, spotlighting achievements of the Turkish women's volleyball team and other sporting queens, offering a diverse range of role models.

On TikTok, the #QueenModeON challenge invites young athletes to take center stage, encouraging them to share their empowering stories and creating a viral movement that fosters a supportive online community. The campaign doesn't stop in the digital realm—outdoor activations provide immersive experiences, with AI-powered screens virtually transforming fitting rooms into empowering spaces. By envisioning themselves as conquering athletes and connecting through QR codes to local sports clubs, young girls are inspired to turn dreams into reality. The innovative and multi-platform approach is tailored to captivate the target audience of young girls and teenagers in Europe, creating a cultural shift that celebrates and promotes female athleticism, ultimately igniting a passion for sports in the hearts of the next generation.