Search engines take information from thousands of sites featuring player data. But many are separate gendered website windows feeding google. How many rank women and men together? Zero. So we needed to make one to help make these statistics more truthful.

We decided to create the only place on the internet where male and female football statistics are combined. We partnered with the most cited football portal ever, Goal.com to take their separate data for men and women and merge it together, training search engines on a ranking that includes every champion, men or women. So google sees male and female players as one league. Which they are.

After sponsoring the male Champions League for 15 years, Heineken now sponsors the Women’s Champions League too. Heineken is on a mission to correct the gender stereotypes affecting the sport, having inadvertently perpetuated them by only sponsoring the male competition.

Heineken wanted to identify the most pertinent stereotypes that the brand could help solve. Fans judge who the best players are by looking at statistics - but there was a problem. We found that many Champions League statistics are wrong, because they only include men – and that Google had learned these biases.

Our campaign set out to correct them.

We created the fresher stats website, the only place on the internet where male and female football statistics are combined. In collaboration with Alex Scott and Thierry Henry, we launched the initiative with a series of videos challenging the football stats fans thought they knew, and everytime someone googled any statistics about football that we know had biased answers, our promoted ads would impact people redirecting them to the right answer in the platform. The more searches people did, the more relevant this data got to the search engines, helping fight biased male driven statistics throughout the internet.

People spent an average of 5 minutes on the page; Over 570 million PR impressions; 47% of the resulting conversations were generated by gen-z; Engagement of 50/50 between genders - something unprecedented on a Heineken campaign; and campaign sentiment was 99% positive.