Title	THIS GIRL CAN
Brand	SPORT ENGLAND
Product/Service	SPORT ENGLAND
Category	A15. Charities, Public Health, Safety & Awareness Messages
Entrant Company	FCB INFERNO London, UNITED KINGDOM
Advertising Agency	FCB INFERNO London, UNITED KINGDOM
Media Agency	CARAT London, UNITED KINGDOM
Production Company	SOMESUCH London, UNITED KINGDOM

Name	Company	Position
Al Young	FCB Inferno	Chief Creative Officer
Bryn Attewell	FCB Inferno	Creative Director
Raymond Chan	FCB Inferno	Art Director
Simon Cenamor	FCB Inferno	Copywriter
Sharon Jiggins	FCB Inferno	Managing Director
Vicki Holgate	FCB Inferno	Head of Strategy
Nicola Willison	FCB Inferno	Strategist
Hollie Loxley	FCB Inferno	Account Director
Ally mee	FCB Inferno	TV Producer
Kim Gehrig	Somesuch	Director
Tim Nash	Somesuch	Executive Producer
Lee Groombridge	Somesuch	Producer
David Procter	Somesuch	Director of Photography
Tom Lindsay	Trim	Editor

The Campaign

We open on a young woman making her way confidently through a locker room, before adjusting her bikini bottoms with a twang of the elastic. What follows is an endorphin-stirring celebration of women of all sizes and abilities, running, punching, kicking, rowing, throwing and diving like they just don’t care. ‘This Girl Can’ rejects the idealised imagery of women in sports advertising and instead heroes them in their wonderful reality – cellulite and sweaty faces included. The pace of the edit mimics an exercise routine: building up, pausing for breath, continuing to a climax before finally slumping in a shattered heap, all in sync to Missy Elliott’s ‘Get Ur Freak On’.