Sport England Digital, Case study This Girl Can - Phenomenal Women [case video] by FCB Inferno London

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This Girl Can - Phenomenal Women [case video]

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Industry Public awareness
Media Digital, Interactive & Mobile, Case study
Market United Kingdom
Agency FCB Inferno London
Chief Creative Officer Owen Lee, Al Young
Senior Art Director Ben Edwards
Copywriter Raymond Chan, Simon Cenamor, Sarah Lefkowith
Senior Copywriter Martin Mcallister
Photographer Charlie Campbell
Released October 2016

Awards

Cannes Lions 2017
Outdoor Digital Outdoor: Static Digital Billboards / Posters Silver Lion

Credits & Description

Title: This Girl Can - Phenomenal Women
Agency: Fcb Inferno
Brand: Sport England
Country: United Kingdom
Entrant Company: Fcb Inferno, London
Advertising Agency: Fcb Inferno, London
Media Agency: Carat, London
Pr Agency: Blue Rubicon, London
Production Company: Soundtree Music, London / Framestore, London
Chief Creative Officer: Owen Lee (Fcb Inferno)
Chief Creative Officer: Al Young (Fcb Inferno)
Executive Planning Director: Vicki Holgate (Fcb Inferno)
Senior Strategist: Laura Coleman (Fcb Inferno)
Managing Director: Sharon Jiggins (Fcb Inferno)
Business Director: Hollie Loxley (Fcb Inferno)
Account Director: Isabelle Soskice (Fcb Inferno)
Senior Account Manager: Alice Poole (Fcb Inferno)
Social Community Manager: Alex Sheppard (Fcb Inferno)
Senior Copywriter: Martin Mcallister (Fcb Inferno)
Senior Art Director: Ben Edwards (Fcb Inferno)
Copywriter: Sarah Lefkowith (Fcb Inferno)
Senior Designer: Alex Gill (Fcb Inferno)
Senior Artworker: Richard Bagley (Fcb Inferno)
Photographer: Charlie Campbell (Charlie Campbell)
Copywriter: Simon Cenamor (Fcb Inferno)
Copywriter: Raymond Chan (Fcb Inferno)
Synopsis:
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!
Entry Summary:
This Girl Can is on a mission to close the gender gap in regular activity levels. We’ve gone from sticking two fingers up at judgement to full-throttle female empowerment to get more women active. Our strategy aims to empower women from 14-70yo with the confidence to get active. We do this by uniting them behind a powerful message: that women are phenomenal; that they belong in the world of exercise, however they choose to get active, and whichever way they do it.