While the world was watching the FIFA Women’s World Cup final, Rexona, its official sponsor, turned the real excitement of different girls into a campaign to keep supporting women’s football, even after the World Cup. The campaign was published in other markets and countries, reaching and inspiring millions of women and girls worldwide.
Faces of the future
The end of the FIFA Women's World Cup is just the beginning
Client
- Unilever
Office
- Argentina
VML Argentina captures the world's attention with the launch of "Faces of the future".
We are very proud to have clients who are brave enough to deliver these powerful messages to inspire future generations. Luckily, the final of the women's World Cup was a great excuse to do so.
Sofia Cursach
General Creative Director - VML Argentina
Many girls drop out of football due to a lack of role models. For many, women's football only exists every four years when the FIFA Women's World Cup is on. But not for Rexona, the tournament's official sponsor.
After the final, we had the chance to challenge people to continue supporting women's football throughout the year, not only during the World Cup. So, while the whole world was looking at the players, we decided to look at the girls being inspired by them.
We utilized authentic and unposed stock images captured by FIFA during the World Cup to showcase the genuine emotions of girls whose dreams are just beginning, emphasizing that the end of the World Cup sets a new chapter.
The day after the World Cup final, we launched our global campaign across newspapers, billboards, and social media, reaching and inspiring millions of girls to envision themselves as the future faces of the sport.
Sponsorship with FIFA extended until 2027.
Please provide your contact information to continue.
Awards
2024 PHNX
Print: Outdoor
Silver
2024 PHNX
Strategy & Technique: Public Relations
Bronze
2024 EL SOL
Integrated Campaign: Low Budget
Silver
2024 EL SOL
Printed Media: Household and home products, fashion, clothing and accessories
Bronze
2024 EL SOL
Digital and Mobile: Real Time
Bronze
2023 DIENTE
Print & Publishing: Campaign
Silver
2023 DIENTE
Print Craft: Photography
Silver
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