Coca-Cola
Believing is magic
The narrative around women’s football is changing.
Insight
The criticism doesn’t reflect the progress.
More than two thirds of women working in football worldwide have experienced some form of discrimination. Yet the soaring popularity of women’s football amongst fans and players is curbing this behaviour, and ultimately changing the narrative for the better.
Idea
Transforming the very fields on which they play.
Throughout the FIFA Women’s World Cup 2023, innovative technology was used to turn fields in the co-host countries of Australia and New Zealand into huge canvasses. Negative commentary around women’s football was air printed onto the fields, and then turned into powerful, positive statements that reflect the monumental progress of the sport.
Air Printing technology relies on the machine blowing a gentle stream of air to bend the blades of grass creating a pixel. The grass remains intact, and the imagery created is visible as light hits the turf.
Impact
A powerful statement delivered on the world stage.
The fields were printed throughout the tournament in real time and, in the days leading up to the FIFA Women’s World Cup 2023 final in Australia, a film documenting each of the fields launched across Coca-Cola’s social channels.
