Without fans there is no football culture. So, with all eyes on the approaching Women's World Cup, we saw an opportunity to celebrate the creative community that has been driving the women's game forwards for 130 years.
Partnering with Adobe, we launched a global brand positioning 'Make It Possible' to inspire more women to express their creativity within football, helping the game to grow.
With Adobe being a new player in this space, we knew it was important to pay homage to the (often overlooked) story that has propelled women's football to where it is today. From being banned in the early 1900's, to drawing a 110,000 crowd at an 'unofficial' World Cup final in Mexico. We championed the role of its diverse and inclusive fan community. Featuring grassroots teams from multicultural, multilingual, LGBTQI+ and disabled backgrounds in our casting.
Thanks to their partnerships with FC Bayern Munich and Real Madrid, two of the most followed clubs on social media, we were able to tell this story to connect Adobe with a new audience of fans.
Thanks to their partnerships with FC Bayern Munich and Real Madrid, two of the most followed clubs on social media, we were able to tell this story to connect Adobe with a new audience of fans.
'Girls Rise' brought together the creativity of two Real Madrid fans, a poet and a freestyler, to produce a mesmerising performance paying homage to the women's game.
We also enlisted the help of Mat Voyce, an Adobe creator to provide the illustrations featuring brand new Adobe Express templates fans could use for themselves.
With teasers and the hero film posted across our creators' channels, and reshared by Real Madrid's official social channels (as well as their 3.8m followed 'Madridistas' fan channel) the film was published ahead of the Women's World Cup final between Spain and England.
'Girls Rise' was shortlisted at Campaign's Brand Film Awards, EMEA.
We also enlisted the help of Mat Voyce, an Adobe creator to provide the illustrations featuring brand new Adobe Express templates fans could use for themselves.
With teasers and the hero film posted across our creators' channels, and reshared by Real Madrid's official social channels (as well as their 3.8m followed 'Madridistas' fan channel) the film was published ahead of the Women's World Cup final between Spain and England.
'Girls Rise' was shortlisted at Campaign's Brand Film Awards, EMEA.
We didn't want this to be a badging exercise, so we created and launched brand new Adobe tools for fans to use so they could express their creative fandom during the tournament. Launching new women's football themed stickers and 'Make it possible' Adobe Express templates, as well as Adobe's first-ever TikTok community lens effect too.
Results:
- 14.3 million total impressions
- 3 million total video views
- 20.95% average view through rate for the FC Bayern launch film (6% above industry benchmarks)
- One global creative platform announcing Adobe within football
Results:
- 14.3 million total impressions
- 3 million total video views
- 20.95% average view through rate for the FC Bayern launch film (6% above industry benchmarks)
- One global creative platform announcing Adobe within football