The brief was to create an inspirational integrated campaign with the Turkish women's volleyball team, ‘Sultans of the Net’, at its core that increases women’s participation in sport.

The primary goal of the 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.

A secondary goal was to raise awareness about gender equality and contribute to ending gender discrimination.

Research shows that one of the biggest reasons girls drop out of sports is that “they don’t feel good enough”. Our insight is that there are over 8000 sports in the world, so of course these girls will be great at some of them. We wanted to show them that they are not simply “bad at sports”. It’s just that they haven’t found the sport they’re passionate about yet.

We will start initiative called ‘Switch. Don’t stop.’ to help girls find a new sport they enjoy.

We’ll launch it by featuring ‘Sultans of the Net’ players in playful OOH, print and online ads. We will partner with ClassPass and create a new section on the app for teenage girls that gives them sports suggestions based on their location & interests, along with free credits to try out those sports in their area.

We’ll make the initiative famous worldwide by featuring sports stars from many different countries in our ads on social during the 2024 Olympics. The ads will direct our target audience to ClassPass. 

We’ll also make a content series showing ‘Sultans of the Net’ players trying new sports and flopping at some of them, but having great fun!