The brief was to create a campaign aimed at young girls and teens to encourage female participation in sport. The brief is set by the Turkish Volleyball Association so the campaign must feature the Turkish Women's Volleyball team at its core.

Many girls engage with sports differently, wanting to have fun, enjoy the sport, stay positive and often play in a social manner. This isn’t a bad thing.

Instead of letting these traits be reasons they are pushed out, this summer the girls are going to prioritise their own happiness and do what they want in the summer of sports.

A now hugely popular phrase online used by young girls and women, “Hot Girl Summer” is all about female empowerment, living life to the fullest without worrying about societal judgements or expectations, and being unapologetically themselves.

This campaign will give new meaning to the popular phrase in summer 2024 – making “Hot Girl Summer” all about getting hot, sweaty and active in sports in a fun way.

Going for a run? Joining your local team? Organising a kick around? Playing volleyball at the beach?

That’s Hot Girl Summer.

This campaign will use this hashtag in summer 2024 – the Summer of Sports in Europe – to reach the young female audience with our own sporty #hotgirlsummer content, along with cleverly placed OOH, digital ads and a stunt activation at the 2024 Olympic Fanzone.