Work_

Creative Strategy

Concept

Copy

Creative Direction

Year_

2017

About_

Lidl Ireland’s sponsorship of the Ladies’ National Football League presented a unique challenge: they were backing a sport that had long struggled for the recognition and support it deserved. They didn’t just want to be a logo on a jersey; they wanted to shine a light on athletes who had been overlooked.

The standard sponsorship advertising wouldn’t cut it. To change how people perceived the sport, we created a campaign of two halves, beginning with an act of provocation. The first half introduced the “LadyBall”—a softer, lighter, pinker ball “specially designed for the ladies’ game.”

Results_

The product sparked an immediate online uproar. The stunt reached more than 8.5 million people, who were then retargeted with the second half of the campaign: the #SeriousSupport films, revealing the truth behind the stunt and showcasing the athletes’ elite skill.