Speaking Gen z during the fifa women’s world cup

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Why

For the biggest sporting event in Australia’s history, we were approached by football culture powerhouse COPA90 to help them tell the story of the Women’s World Cup.

They were after a creative team they could trust with a deep understanding of football culture, that could deliver content as the events unfolded. Over a series of videos partnering with guru Eli Mengem, we communicated what this tournament meant to local and global fans.

With some luck looping the Sydney train lines, the creative team spotted the parents of legendary English goal-keeper Mary Earps, right before the English favourites clashed with the hometown heroes in a semi-final.

Quick thinking and a lifetime of football fandom informed a tongue-in-cheek interview. We spoke Gen Z and engaged the global community. Mirror UK, Yahoo & Daily Mail all published articles around the content, helping the project go viral.