Cannes Lions

She Football Club

MULLENLOWE SSP3, Bogota / ABINBEV / 2021

Awards:

2 Shortlisted Cannes Lions
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Overview

Entries

Credits

Overview

Background

Situation

FIFA 21 is the most popular sports video game in the world and more girls are playing it every day. The problem is that the game mode in which you can create your own player and take it to its highest level, only allows the creation of male players, so that millions of girls are not represented.

BRIEF:

Pony Malta, the drink that gives energy to children in Colombia, had to change this and help girls feel represented in the most popular football video game in the world as well.

OBJECTIVES:

Allow girls to be part of FIFA and give a strong message not only to people, but also for the game developers to include women in career mode.

Idea

We invited women to hack a video game by creating an avatar with feminine features from the personalization tools of male players so that they could be represented in FIFA 21.

Strategy

Pony Malta, the brand that seeks to get the best of teenagers, this time wanted the girls of its target to be represented in FIFA 21 and that is why it invited them to hack the video game to include themselves in it, creating their own avatar from the man avatar customization tools.

Execution

We invited women to hack a video game by creating an avatar with feminine features from the personalization tools of male players so that they could be represented in FIFA 21.

Outcome

12 million impressions

402 million in free press

Record of views in twitch for the brand

250 thousand users during the streaming

0 answers de EA SPORTS

but it doesn't matter, because with or without their consent,

now all women can be represented in the videogame.

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