FIFA WOMEN’S WORLD CUPTM
GIRLS WITH GOALS
Concept
Art Direction
Copywriting
Media
For the first time, Hamilton, New Zealand made history being a host city for the world’s largest women’s sporting event: FIFA Women’s World Cup 2023TM. The event provided an opportunity to celebrate sports women going beyond greatness, and Hamilton City Council were inspired to take the event further by celebrating the accomplishments and dreams of Waikato waahine.
GOAL
We were tasked with activating a women's empowerment campaign that encouraged domestic and international visitors to join us in celebrating Waikato women and all their aspirations in conjunction with promoting FIFA Women’s World Cup 2023TM.
STRATEGY
Our campaign, ‘Girls with Goals’, was powered by our region’s own First XI, a collective of Waikato waahine who are on a journey to make a difference. We featured them on the FIFA stage, sharing their unique stories and goals throughout the streets of Hamilton to inspire others in the community. To grow community participation, we also created a social media campaign, providing a platform for people to nominate their own Girls with Goals who have inspired them to pursue their dreams.
RESULT
The campaign’s only just kicked-off but we’re thrilled to have received some very positive feedback:
"The Girls with Goals campaign and city dressing has been nothing short of spectacular… The streets are buzzing with excitement, and everyone is feeling the FIFA fever." - Ben Slatter, Hamilton City Council