In a male-dominated sports world, women’s sport is valued less and is often ridiculed. Women are seen as weak and being girly as silliness. We appropriate this exact non-sensical logic

and flip it to ensure gender equality in sport and to motivate women to embrace their girlhood.

We show how doing something in a “girly” way is not a weakness but very much a strength, using the Sultans of the Net as role-models. Thus, we inspire young girls to embrace their “girliness” and not feel pressured by the male-norm. They should finally be able to feel good enough by being themselves and doing sport their way. This raises the participation of young women in sports.

To illustrate how limited the world still looks at women’s sport today, we use a frame that emphasizes society’s view of women. At the same time, we also show what’s outside that view.

The headline plays into prejudice and literally, but also metaphorically, breaks the frame that society

wants to force women into. The Sultans of the Net already live those values and are therefore our campaign ambassadors. Their character traits are the base of each campaign asset.

Shortly before Olympia 2024 we plaster Paris with our OOHs, targeting "girly" tourists to turn them into sport enthusiasts.

In order to further extend the buzz of our campaign, we create a special award made to acknowledge the talents of female sports players. We also award role-models for accomplishments within the realm of gender equality and reframing stereotypes.

We continue the wave of girlhood embracement on social media by creating a filter that features our "frame" design and lets the users type their own empowering phrases.

Our campaign embraces and empowers today’s women in sport, their future accomplishments and the girls who aren’t in sports yet.