As part of Cadbury's FIFA Women's World Cup sponsorship, we gave A Cheer & A Half for Young Women in Sport.
1 in 2 girls drop out of sport by age 15. But support from loved ones helps them stay in the game.
So in the lead up to the FIFA 2023 Women’s World Cup, an event that brings global attention to professional womens’ sport, we helped Cadbury inspire young girls to keep playing.
We created a campaign to make young female athletes feel seen and celebrated, the way male athletes have always been.
First, we developed an AI platform that lets people create epic sports posters starring the young female athlete in their lives. The AI is unique in that it doesn’t alter the girls at all - its only purpose is to celebrate them as they are, as athletes, in a personalised image they’d be proud of.Try it out here.
During the campaign, people could order prints to put up at home. They could also share their digital poster on social media for the chance to see it shown on the big screen at huge matches around the country. Due to unprecedented traffic, the servers had to be upgraded.
8000+ posters were created in just weeks.
Printed posters sold out in just 5 days.
Cadbury.com.au web traffic increased over 14,000%
To showcase the tool, we created a film that highlighted the generosity and cheer an older sport-loving brother has for his younger sister. The campaign was so well received, Channel 7 selected it above all other sponsors’ ads for their most prestigious media placements during the FIFA Women’s World Cup broadcasts.
Both the Aussie Matildas and the Irish national football team activated the campaign at their World Cup openers, letting girls star in posters with their favourite players. Star athletes from both teams shared their posters and their stories on social media, inspiring young girls to stay in the game.
In the same spirit of generosity, we created a spot cheering on the Matildas, showing our hero character giving a Cheer and a Half to the team she looks up to.
We’re proud to have made this work with the team at Ogilvy Melbourne.
Hilary Badger — Executive Creative Director
Josh Murrell & Sharon Condry — Group Creative Directors
Isabel Gomes Brand & Omar Jordan Fawahl — Creative Team
VERSUS — Film Directors
Tracy Proposch – Producer
Jaime Wright & Emira Grbac – Account Team
SUBVRSIVE – AI Development
