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MARKETING | ADVERTISING
We Know Our Place-Summer of Live Sport
BBC
Women! Know your place!
Love the tongue-in-cheek dig at all the misogynist men berating the creep of women in sport. This epic trailer from the BBC highlights women doing everything a man can and more. A summer of fun that’ll feature the UEFA Women’s Championship, Rugby World Cup and the Women’s Ashes.
The creators want the ad to act as a catalyst of inspiration for young women. Featuring amongst others in the ad are footballer Lucy Bronze, cricketer Nat Sciver and tennis player Emma Raducanu.
I love the way the BBC has taken a phrase used to hold women back and subverted it into a powerful statement of intent. Similar to Nike’s ‘Fight Like A Girl’, it has become a celebration rather than a limitation on what women can do.
“As a mother myself I know what it means to inspire and encourage the next generation of women. To not see the barriers but the opportunities. Working with these elite athletes to achieve that goal was a privilege for such an important campaign.” Judith Veenedaal, Director. Source Creative Review.
Credits:
Agency: BBC Creative
Creatives: Aron Sidhu, Steven Lownes
Production Company: Stink
Director: Judith Veenendaal
Sound: Mark Hills, Factory
VFX: The Mill
