Title	WOMEN IN SPORT - REMEMBER THE NAME
Brand	BBC SPORT
Product/Service	WOMEN'S WORLD CUP
Category	A08. Use of Licensed or Adapted Music
Entrant	BBC CREATIVE London, UNITED KINGDOM
Idea Creation	BBC CREATIVE London, UNITED KINGDOM
Production	BBC CREATIVE London, UNITED KINGDOM

Name	Company	Position
Laurent Simon	BBC Creative	ECD
James Cross	BBC Creative	Creative Director
Tim Jones	BBC Creative	Creative Director
Nathalie Gordon	BBC Creative	Creative
Ralf Haley	BBC Creative	Creative
Mike Lean	BBC Creative	Head of Planning
Rosanagh Ker	BBC Creative	Senior Planner
Liz Dolan	BBC Creative	Producer
John Trevor	BBC Creative	Project Manager
Jess Greshoff	BBC Creative	Production Manager
Ed Hobson	BBC Creative	Researcher
Farad Painchun	BBC Creative	Researcher
Laurence Honderick	BBC Creative	Creative Director - Design

Write a short summary of what happens in the film

Our ad featured some of the world’s most famous footballers being unapologetically themselves, in a series of powerful moving portraits that focused on their skills, athleticism and personalities. Featuring all 24 qualifying countries and representing all 264 players, we also told 10 unique stories. From the world’s most awarded footballer of both genders (Marta) to the team who have fought for 20 years to qualify (South Africa’s Banyana Banyana) to the oxygen levels of England’s best player, the ad was never about showing these athletes as ‘better’, but instead as extraordinary people in their own right. They might be top of their game – but their depth was real. We wanted to show them as mothers, lovers, rivals, activists, Olympians and philanthropists and to make an ad that was an intoxicating, full on display of ambition, pride and skill underlined by charisma and humanity.

Cultural / Context information for the jury

Sport unifies people all over the world and The World Cup was an opportunity to come together to support and empower phenomenal athletes in a way we hadn’t before. We were and still are, at a pivotal point in history where equality is more important than ever. Gender doesn’t define an athlete - what they look like, isn’t who they are. Skill is skill, sport is sport and there’s only a difference if we choose to see one. We wanted to not only steer the conversation around this defining moment in culture, bridging the gap between the men and women’s game by showing the women as equals, on and off the pitch. A level playing field won’t happen overnight, but through our advertising we believed we could be part of driving positive conversations and help the nation to take steps forward towards creating a positive change in our society’s culture.

Tell the jury about the choice of music track.

Music, when combined with sport, is an incredibly powerful thing. To truly punctuate a moment of sports history, we felt that we needed an anthem. A call to arms. A full stop. The backbone of the film is a totally reworked version of the noughties track ‘Remember The Name’ by Fort Minor. To say it’s a cover would be to do a disservice to South London rapper, Ms Banks. Briefed on a Tuesday, Banks hit the recording studio 10pm Thursday night only to emerge again at 5am Friday morning with an unrecognisable reworking of the original song – the only thing intact was the chorus and the intention. The ask was simple: to capture the hunger, passion, drive and talent that forms the basis for the players’ motivations. With lines like, ‘In history her name she writes’, ‘Get into the zone more than Chromosomes’, Ms Banks truly nailed it.