THIS GIRL CAN - PHENOMENAL WOMEN
| Title | THIS GIRL CAN - PHENOMENAL WOMEN |
| Brand | SPORT ENGLAND |
| Product/Service | THIS GIRL CAN |
| Category |
C01. Static Digital Billboards / Posters |
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Entrant
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FCB INFERNO London, UNITED KINGDOM
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Idea Creation
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FCB INFERNO London, UNITED KINGDOM
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Media Placement
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MEDIACOM London, UNITED KINGDOM
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PR
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MISCHIEF PR London, UNITED KINGDOM
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Production
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SOMESUCH London, UNITED KINGDOM
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Production 2
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SOUNDTREE MUSIC London, UNITED KINGDOM
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Production 3
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FRAMESTORE London, UNITED KINGDOM
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Credits
| Owen Lee |
FCB Inferno |
Chief Creative Officer |
| Al Young |
FCB Inferno |
Creative Partner |
| Sharon Jiggins |
FCB Inferno |
Managing Director |
| Vicki Holgate |
FCB Inferno |
Chief Strategy Officer |
| Hollie Loxley |
FCB Inferno |
Managing Partner |
| Laura Pirkis |
FCB Inferno |
Senior Strategist |
| Isabelle Soskice |
FCB Inferno |
Account Director |
| Alice Poole |
FCB Inferno |
Senior Account Manager |
| Martin McAllister |
FCB Inferno |
Creative Director |
| Ben Edwards |
FCB Inferno |
Art Director |
| Kim Gehrig |
Somesuch |
Director |
| Tim Nash |
Somesuch |
Executive Producer |
| Jason Ayers |
FCB Inferno |
Head of Broadcast |
| Hanna Davis |
FCB Inferno |
Production Assistant |
| Lee Groombridge |
Somesuch |
Producer |
| Tim Lindsay |
Trim Editing |
Editor |
| Sarah Lefkowith |
FCB Inferno |
Copywriter |
| Alex Sheppard |
FCB Inferno |
Social Community Manager |
| Alex Gill |
FCB Inferno |
Senior Designer |
| Richard Bagley |
FCB Inferno |
Senior Artworker |
| Bridie Scriven |
FCB Inferno |
Project Manager |
| Charlie Campbell |
Charlie Campbell Photography |
Photographer |
Brief Explanation
If women were empowered with the confidence to exercise, we wanted them to shout about it – to show the powerful sense of belonging they were experiencing, to affirm their action, and help establish a new norm where all women would feel that way.
To enable this, we developed an app that allowed women to create their own, shareable This Girl Can posters using our campaign mantras and their exercise selfies. We turned these posts into our digital OOH and ran them nationwide as part of our campaign. We made sure to run the relevant poster near where the woman featured lived. These women then photographed and shared the image again – turning paid media, into earned media, back into paid media, and into earned media once more!