Nathalie Gordon
Creative Partner. Accidental influencer. Cultural purveyor.
1 x Campaign Big Award nom in Entertainment & Leisure | 1 x Promax nom Best Production | 1 x Bronze Promax Best 360 Campaign | 1 x Bronze Promax Best Sport Originated | 1 x Bronze Promax Best Season Originated and Script Based | 1 x Promax nom Best Use of Editing | 1 x Gold Promax Best Use of Music | 1 x Promax nom Best Use of Sound Design | 1 x Bronze Clio Entertainment for Special Shoot/Promo | 1 x Gold Royal Television Awards for Design | 1 x One Show Branded Entertainment Shortlist | 1 x British Arrows Integrated campaign shortlist | 1 x One Show shortlist for Branded Entertainment | 1 x Silver Roses TV/Cinema Campaign | 1 x Silver Integrated Campaign | 1 x Webby honoree
What’s the difference between an advert for the Men’s World Cup and the Women’s? Easy – there is no difference. At least, that’s the approach we took.
An ad that transcends genders and unites generations.
An ad that is somehow totally interchangeable but at the same time perfectly own-able.
An ad that can fundamentally help to change the game. No literally.
The Women’s World Cup advert premiered during halftime of the men’s FA Cup final in May, to roughly 11 million people. It then ran across TV with primetime BBC One and Two slots as well as radio and online for six weeks, reaching almost 70% of the UK population.
The World Cup ad was our opportunity to not only steer but also own the conversation around this pivotal moment in culture and to bridge the gap between the men and women’s game by showing the women as equals, on and off the pitch. We knew that if we succeeded in that, everyone would win.
Our ad, Directed by Park Pictures’ Georgia Hudson, features some of the world’s most famous footballers being unapologetically themselves, in a series of powerful moving portraits that focus on their skills, athleticism and personalities.
There are over 10 hidden easter-eggs in our film - discover all about them here.
And in a career first, I got to be part of the release of a single.
You can Shazam the ads and find the track on Spotify which gets madder every time I think about it.
The campaign is also being used to teach A Level students about fair representation of women in the media.
Director of BBC Sport, Barbra Slater went on to be named as a Top 20 Sports Influencer of 2019, in part due to her push of our equality campaign which was cited as her most notable achievement to date in the role.
Agency: BBC Creative
ECD: Laurent Simon
Creative Directors: Tim Jones/James Cross
Production company: Park Pictures
Director: Georgia Hudson
Sound: 750
Edit: Stitch
Post: Time Based Arts
