Cannes Lions

Football Stories

AMVBBDO, London / DIAGEO / 2018

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Overview

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Credits

Overview

Description

In both documentary films, Gaelle and Tabitha tell their stories in their own words. We learn how they overcome immense social pressure, to follow their love of the game.

We show how Gaelle took on the men’s teams, playing alongside them and beating them, both on the pitch, and off, by refusing to conform.

We learn how Tabitha, after losing her husband refused to give up and has followed her dreams to become the first female referee in Kenyan men’s football.

The films played as part of Guinness’s sponsorship of football coverage on African DSTV and were watched by men and women alike.

Execution

This ad features a real person who personifies the Guinness brand positioning of Made of More. Gaelle 'The Lioness' has been chosen from Cameroon to tell her story in her own words. We learn how she overcame immense social pressure, stigmatisation and life changing circumstances to pursue a passion that changed her life.

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