Energy drink Carabao had invested heavily in football as the cornerstone of its marketing strategy when it entered the UK market. However, it recognised that very few brands were doing campaigns to champion female supporters and tasked W to come-up with an idea.
We realised how under-represented female fans were in media coverage, In fact, anyone who Googled images of ‘female football fans’ would be delivered a torrent of images of highly sexualised shots of young women in football stadia. So, with the 2018 World Cup fast approaching we decided to correct that.
We partnered Carabao with This Fan Girl and captured five images of ‘real female football fans’ outside Wembley at an England game. Days later we launched #WeAreFemaleFans, a social media campaign boosted by a collation of female football layers, broadcasters such as Susannah Reid and Rachel Riley, politicians and, of course, fans. The campaign trended on Twitter, was featured everywhere from Sky Sports News and Good Morning Britain to Grazia. Within a week of launch our five images were in the 1st row of Google images and they are still there today.