Cadbury
FIFA 2023 Women's World Cup / Women in Sport
Integrated AI Platform, TVC & Social Campaign
1 in 2 girls drop out of sport by age 15 in Australia. So we channeled the kind of visibility usually reserved for (often male) sporting icons, and created a campaign to help girls feel seen and celebrated as athletes, and inspire them to keep playing.
We developed an AI platform that lets supporters create unique, epic sports posters starring the young female athletes in their lives. People could order prints, and during the tournament, they could share their posters on social media to be displayed at stadiums around the country during matches.
Over 7000 posters were created in the first month. We had to have the servers upgraded due to unprecedented traffic.
We shot one TVC to launch the poster tool, and another TVC supporting the Matildas as they began their FIFA 2023 Women's World Cup journey.
Both the Matildas (the Australian national football team), and the Irish national football team activated the campaign at their World Cup openers this year, letting girls star in posters with their favourite players.
Influencers and players created posters and shared their stories on social media.
Check out the poster tool site here (you can make your own poster from your phone):
TVC1: Biggest Fan
TVC2: Go Matildas
Social: Matildas star Alanna Kennedy shared our campaign with her 215k+ followers.
Wallaroos player Piper Rose Duck shouted out our poster tool on Instagram too.
Channel 7 & Optus Sport
Post-Campaign Results were huge:
21M Australians reached with Cadbury messaging
140M impressions
PAE resulted in BREAKTHROUGH scores for both creative executions on TV (Collage = 89.9, Biggest Fan = 94.2)
Key brand messages exceeded norms with target audiences
AI Poster generator saw 8,234 posters created over the course of the tournament, supporting young female athletes all over the country