The brief asked us to create a campaign with the Turkish volleyball team, the "Sultans of the Net", to increase women's participation in sport. An integrated campaign that speaks to girls and encourages equal participation in sport and other aspects of life.

As well as representing Turkey in international competitions, this volleyball team was also the team that won Eurovolley Women 2023, thus becoming an inspiration to many female athletes and bringing the values of empowerment, equality, success and global recognition.

Even so, women's participation in sport is still much lower than men's (boys participation is 80 per cent and girls 20 per cent), and this is due to a number of problems such as lack of motivation, lack of time, lack of confidence and lack of help to get them into sport.

So how do we get girls to want to participate in sports?

We will create The Missing Player movement to call girls who never get called up to do sport and be a part of a team to show that every girl can be a player. With this recruitment, girls will feel like they are the team’s missing player and will sign up on a platform and get into the game with regular training and active participation in the sport. After that, this girls will share their journey on social media with the #imthemissingplayer and make this movement trendy all over Europe.

We are going to attract young people's attention with youthful communication and this idea that you are the missing player, that any girl can be an athlete and can change the course of a team. In addition to a modern look, we also tried to bring the irreverence of this target and the values they defend, such as well-being and equality.