After studying what drives fans into women’s sports, Sid Lee’s Laura Randall reveals how some brands rely on a counterintuitive marketing strategy.
As advertisers who give a damn, we all want to be part of the movement that propels women’s sport into the stratosphere it deserves to orbit. Ever since the goosebumps of This Girl Can, creatives have wanted a piece of the purpose pie; with dreams to create an ad that lets us shout about how badass women are on the court, pitch, track or field.
And, for those who have done it, we’ve gravitated towards messages of injustice and inequality to make our point. Which isn’t wrong. But if we’re all fighting for women’s sports to be just as respected, adored and funded as the guys’, then our goal should be …