Cannes Lions

Crazy Ladies

WIEDEN+KENNEDY, Sao Paulo / NIKE / 2019

Awards:

1 Shortlisted Cannes Lions
Presentation Image
Demo Film
Supporting Images

Overview

Entries

Credits

Overview

Background

Even though Brasil is the "country of football", female football is discriminated and ignored. With the Women's World Cup 2019 approaching, we needed to change perceptions of the sport and influence Brazilians to celebrate female footballers.

Idea

We took 60 traditional OOH placements in one of the most iconic avenues in Latin America's and transformed them into a museum-like exhibition that showcased dates, facts, historical characters and offered guided tours. The whole concept of the exhibition was based on celebrating the craziness of pioneers that defied conventions in the past and could now inspire girls of tomorrow to play football.

Strategy

We decided to launch the exhibition on Avenida Paulista during the week of International Women's Day. The avenue is one of the most iconic spots in Brazil and often the stage of manifestations and protests during this day. By launching in a culturally relevant moment for the country, we guaranteed that the experience would be lived by the most influential women in Brazil.

Execution

More than 60 different OOHs executions spread across 2.8 km of Avenida Paulista, subverting the use of this media format but to tell the history of female football in an impactful and influential manner.

Outcome

More that 1,5 million pedestrians per day could see the exhibition.

Media coverage, including ESPN.

A countless number of girls inspired to be the footballers of tomorrow.

More that 1,5 million pedestrians per day could see the exhibition.

Media coverage, including ESPN.

A countless number of girls inspired to be the footballers of tomorrow.

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12 items

Shortlisted Cannes Lions
Runner 321

FCB TORONTO

Runner 321

2024, ADIDAS

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