Our brief was to inspire young women and girls to participate in sport, using the Sultans of the Net (the record-breaking Turkish women's volleyball team) as role models for girls across Europe to follow. The campaign had to be integrated across 3 channels, it had to be positive, and most of all it had to be inspiring.

She Makes History is a campaign that uses virtual reality to replace historic statues of male figures with statues of modern day female sports stars.

We create statues of our heroes. Yet only 3% of statues represent female figures. That means young girls have no visible historic symbols to look up to. It's time to change that.

Using a VR filter to replace existing statues is a guerilla tactic which is sure to create headlines (especially as statues are such a hot-button topic in Europe today). This is especially true in Turkey, where we'll be replacing statues of Ottoman Sultans, who are often co-opted by the conservative faction who criticise the women's volleyball team, with the Sultans of the Net.

The filter is an exciting, shareable experience which will gain traction on social media, where Gen Z girls spend most of their time. It will be accompanied by the launch of a real-life statue featuring a line-up of female sports stars just before Paris 2024, one of the world's biggest events, which will bring the world's eyes to the She Makes History campaign.