OBJECTIVE: Increase young girl participation in sports, leadership and all aspects in life.

CONTEXT: The Turkish Volleyball team achieved remarkable success globally, attracting increasing attention as they excelled. Despite facing attacks on their sexual orientation, attire, and values, they persist in triumphing and have become symbols of women's empowerment in Turkey. Despite overcoming bigotry, their brand's name and logo still contain patriarchal and stereotypical elements. The logo includes a ponytail to add a more feminine touch, referencing the term 'Sultan,' traditionally used for Islamic Emperors.

INSIGHT: The players' journey inspired Turkey, resonating with their struggles, triumphs, and strong demeanor, mirroring our own experiences. Strong characteristic features create fan groups among target audience. For every celebrity group (i.e:K-Pop bands), people tend to emphasize with a specific member and idolize them more.

IDEA:

Rebranding Removing historical connotations and stereotypical features from the brand, symbolizes getting over struggles and winning over monsters. We changed the brand name from “Sultans of the Net” to “Women of the Net” and got rid of the ponytail from the logo.

Spreading the Idea Each team member has unique struggles, yet together, they persevered, becoming heroines. The Heroine Chronicles offers a platform to share their personal journeys, triumphs, and relatable moments, portraying them as authentic game-changers. This invites young girls on a journey of self-discovery and empowerment. We have created social media challenge for TikTok, Instagram, BeReal and Discord in ways that suit each platform’s unique features. Launch of the campaign will be at Olympics with, Workout Sessions With The Team, Guerrilla Projection To Display Real Struggles Of Team Members On Iconic Buildings and Wearing 7-15 Years Old Players’ Jerseies To The Games. Their Story can become every girl’s story.