Coca-Cola crafts feminist football fields for the Fifa Women’s World Cup final
‘Growing Belief,’ by WPP’s OpenX and AKQA, etches soccer fields with large pro-women statements readable from a bird’s-eye view.
Ahead of the Fifa Women’s World Cup 2023 final in Sydney on August 20, Coca-Cola Australia has today unveiled an out-of-home campaign championing the unprecedented progress of women’s football.
The campaign, displayed across soccer fields in co-host nations Australia and New Zealand, features six pro-women statements. Some share inspiring stories of female athletes, like those of Team Coca-Cola players Ellie Carpenter and Katie Bowen. Others challenge common misconceptions about women in sports and debunk them with reality. For example, one portion of turf states, “This game is not suitable for women“ while the other side says, “This game now has more than 29 million women suiting up to play every year.“
Beyond the field messages, the new campaign also boasts a short, drone-made film documenting the production process behind them. According to the brand, each blade of grass is bent with air to create a shadow effect on the pitches, which lasts for up to 48 hours without damaging the turf.
“Coca-Cola has been supporting the Fifa Women’s World Cup since the inaugural tournament in 1991 and we are really proud to celebrate the success of this year’s tournament, which is not only breaking records but is also breaking down long-held beliefs in society about women in sports,” said Kate Miller, marketing director at Coca-Cola Australia. “Our latest campaign challenges the many misconceptions around women’s sports and shows the new positive reality and celebrates the professional athletes who have inspired us all.”
The global campaign was developed in partnership with WPP’s Open X and AKQA, with amplification coming from Ogilvy PR.
To further support the tournament and the women participating in it, the Coca-Cola Company will host a Level the Playing Field diversity, equity and inclusion summit on August 18 in Sydney.