Women’s Euros 2017
for Channel 4
Women’s football was perceived to be played in the shadow of the men’s game and we wanted to change that. Expectations of the women’s team were high and in contrast to the men’s team, this time we actually had a chance of winning!
Fear of missing out
Across social, I wanted to have as many creative executions on as many platforms as possible in the lead-up and throughout the tournament. The goal being that if you were on social media, you would be seeing or hearing about the women’s game, driving FOMO.
Most watched women’s football match of all time
We launched across Facebook, Twitter, Instagram, and Snapchat, using a mix of video, animation, and filters. Over 40 creative assets helped change perceptions and drove intention to view, with England vs Holland becoming the most-watched women’s football match ever.