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Football As It Should Be

Football As It Should Be

OVERVIEW

In women’s football, sexism still hides behind “constructive criticism.” To promote the Women’s Paulistão Championship Final, we invited a legend of the sport to answer it directly.

In women’s football, sexism still hides behind “constructive criticism.” To promote the Women’s Paulistão Championship Final, we invited a legend of the sport to answer it directly.

In women’s football, sexism still hides behind “constructive criticism.” To promote the Women’s Paulistão Championship Final, we invited a legend of the sport to answer it directly.

A bold message delivered through a multi-phase campaign.

A bold message delivered through a multi-phase campaign.

TEASER PHASE 1: METALINGUISTIC

TEASER PHASE 1: METALINGUISTIC

TEASER PHASE 1: METALINGUISTIC

Before the commercial launch, we used metalinguistic cues to promote the championship final and reinforce our core idea: football as it should be.

Before the commercial launch, we used metalinguistic cues to promote the championship final and reinforce our core idea: football as it should be.

Before the commercial launch, we used metalinguistic cues to promote the championship final and reinforce our core idea: football as it should be.

Shortening the duration of the content.

Shortening the duration of the content.

Reducing the dimensions of the content.

Reducing the dimensions of the content.

TEASER PHASE 2: BANISHED PLAYS

TEASER PHASE 2: BANISHED PLAYS

TEASER PHASE 2: BANISHED PLAYS

Additionally, we demonstrated that technical quality in women’s football is not related to pitch size, showing that if those rule changes were applied, some iconic plays would no longer exist.

Additionally, we demonstrated that technical quality in women’s football is not related to pitch size, showing that if those rule changes were applied, some iconic plays would no longer exist.

Additionally, we demonstrated that technical quality in women’s football is not related to pitch size, showing that if those rule changes were applied, some iconic plays would no longer exist.

A play stopped before it could decide the match.

A play stopped before it could decide the match.

A goal erased before it could be scored.

A goal erased before it could be scored.

WATCH PARTY: THE FUTURE IS NOW

WATCH PARTY: THE FUTURE IS NOW

WATCH PARTY: THE FUTURE IS NOW

We also hosted a watch party for the final, inviting young athletes from Em Busca de Uma Estrela, an NGO that supports and invests in women’s football.

We also hosted a watch party for the final, inviting young athletes from Em Busca de Uma Estrela, an NGO that supports and invests in women’s football.

We also hosted a watch party for the final, inviting young athletes from Em Busca de Uma Estrela, an NGO that supports and invests in women’s football.

They received a ball signed by Formiga, a symbolic handoff.

They received a ball signed by Formiga, a symbolic handoff.

Brazilian football legend Formiga signs a soccer ball for young athletes from the NGO Em Busca de Uma Estrela.

Brazilian football legend Formiga signs a soccer ball for young athletes from the NGO Em Busca de Uma Estrela.

Brazilian football legend Formiga signs a soccer ball for young athletes from the NGO Em Busca de Uma Estrela.

Then they played. But before that, they rejected the proposed changes with their own hands, keeping the goal and the pitch as they should be.

Then they played. But before that, they rejected the proposed changes with their own hands, keeping the goal and the pitch as they should be.

Athletes from the NGO Em Busca de Uma Estrela reject sexist criticism of women’s football.

Athletes from the NGO Em Busca de Uma Estrela reject sexist criticism of women’s football.