Overview
As worldwide attention turned to women’s football ahead of the World Cup, Adobe wanted to give a voice to their overlooked community of fans.
‘Make it Possible’ was a grassroots social campaign celebrating the unique creativity of women’s football fans, on and off the pitch.
Challenge
Leverage the partnership with Bayern Munich and Real Madrid Women’s Football team to shift Adobe’s narrative within football culture from a tool to a recognisable, purposeful and culturally relevant brand.
Insight
Few people know that in the 1800s, women’s football was as popular—if not more so—than men’s football, only to be banned in many parts of Europe in the early 1900s.
Despite this, women continued to play, elevating the women’s game to a professional status and challenging persistent barriers. As a result, women’s football has cultivated a unique culture characterized by tolerance, openness, inclusivity, and above all, creativity.
Strategy
Creativity changes the game, fans make it possible. By paying homage to this unique culture, we inspire fans, both new and old, to show their support.
We knew we needed to make something extra -ordinary.
Sian Wong
Creative
Idea
‘Make it Possible’ was a grassroots social campaign celebrating the unique creativity of women’s football fans, on and off the pitch. We created a huge range of assets across TikTok + Instagram, including a hero film featuring Bayern Munich players, to help women and girls be creative and express themselves in football.
This was followed by content created for Real Madrid including a rousing poem, written by poet and musician Deva, recited by freestyle champion Paloma Pujol Mayo.
Results
INTERACTIONS 3M
IMPRESSIONS 14M
VIEW THROUGH 20.9%
