1% CHANCE , 99% WORK.
Doing the right thing always feels good, but doing the right thing while working for a brand feels even better. For the launch of Alexia Putellas' documentary, we aimed to create a campaign that would celebrate the exceptional athlete she is.
In collaboration with Media.Monks Madrid, we developed a campaign to ignite a conversation about the challenges faced by women footballers in a sport predominantly led by men. We wanted to highlight the significance of figures like Alexia Putellas, who demonstrate through their hard work that perceptions of women's football can change for future generations.
The campaign kicked off with a bang, unveiling a massive out-of-home (OOH) display in Barcelona where we hacked Neymar's Nike campaign, reimagining its famous headline "1% Chance, 99% Faith" to fit the harsh reality of women's footballers: "1% Chance, 99% Work."
And supported with a social-first approach on Prime Video and Alexia Putellas' social media channels. This included developing a series of content such as a manifesto voiced by Alexia Putellas, various snippets from her documentary, and an Instagram Live interview in our exclusive format, "Plot Twist," hosted by Carolina Iglesias.
The results were fantastic, but the most rewarding outcome was the overwhelming comments of support and love from women all over the world who felt represented and inspired by Alexia.
Credits
Client: Prime Video.
Agency: Media.Monks Madrid
Agency: Media.Monks Madrid
Creative Director: Javier Iglesias.
Creative: director: Juanma Bonastre.
