Cannes Lions

GoalKeepers

COMMONWEALTH//McCANN, Detroit / GENERAL MOTORS / 2018

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Overview

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Credits

Overview

Description

GoalKeepers is a project to inspire the next generation of female leaders by helping girls set goals and keep them. We partnered with Manchester United to subvert the English Premier League Football tradition of 11 kids walking on the pitch alongside the team’s starters before a match. Instead, we introduced 11 girls from across the globe to the world as “GoalKeepers.” Each girl took the pitch wearing the signature green goalie jersey with her goals printed on the back in place of her name. This kicked off a mentorship program with Senior Chevrolet executives for real-world guidance toward reaching their specific goals. Then through our partnership with the Women’s Sports Foundation, we transformed the teachings and experiences of icons like Billie Jean King and Michelle Kwan into an inspirational social media campaign.

Execution

We launched this campaign live at Old Trafford in front of millions of fans during the English Premier League match, Manchester United vs. club rival Tottenham Spurs when 11 GoalKeepers took the pitch.

In the week leading up to the event, the girls participated in workshops that demonstrated how leadership, teamwork and dedication on the pitch translate to success later in life. This kicked off an ongoing mentorship program that matched each girl with a Chevrolet executive for real-world guidance toward achieving her specific goal.

Through the Women’s Sports Foundation, we engaged icons like Billie Jean King and Michelle Kwan and transformed their teachings and experiences into an inspirational social media campaign across Facebook, Instagram and YouTube. These GoalKeeper Rules consisted of static images, GIFs, and video to offer tips, tools and advice for girls everywhere to reach their goals.

Outcome

94+ Million video views 3.5+ Million engagements. 11 future leaders.

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