The Brief: Harness the energy of energy of Euro ‘22 to create a sense of FOMO and inspire a new generation of female ballers.

We were getting tired of the worthy, ‘smash the glass ceiling’, tell people that women’s football is good, type of ad. So when Sports Direct briefed us for their Euros campaign we knew we wanted it to just be a celebration of how great the women’s football community already was - not by telling, but showing.

Across TV, print, in-store, digital, experiential and influencer we rolled our eyes at the outdated notion that ‘girls don’t like football’, sarcastically telling the audience all the things we don’t like about it… whilst showing just how much we love it.

The campaign included custom badges made by Kelly Anna, scarves from Sophie Hird and a party with DJ Monki and Defected records, live-streamed on Defected.

British Arrows Gold Winner