Argentinian oil and gas company YPF, an official sponsor of the Argentine Football Association / Asociación del Fútbol Argentino (AFA), leveraged the tie-up around the FIFA 2023 Women’s World Cup through a campaign inspiring the next generation called ‘Future Idols’
YPF teamed up with the team and agency BBDO Argentina to launch a pioneering initiative celebrating the squad playing in Australia and New Zealand and positioning them as role models to inspire the next generation of players.
The idea is based on the insight that in the country of Lionel Messi, too many girls still believe that football is only for men and they lack iconic, female football role models.
So, YPF created the first ever poster collection featuring female footballers from the Argentine Women’s National Team. So the campaign’s primary objective is to celebrate the Argentinian players competing in Australia and New Zealand and make them role models who can inspire future generations.
To make the posters easily accessible to all, they were available for purchase via the YPF app, at YPF petrol stations and in the Olé sports newspaper,
The posters were promoted by an integrated campaign anchored by a hero spot which rolled out from 17 July – three days ahead of the World Cup which runs from 20 July to 20 August.
The video features the 2023 women’s squad in the locker room and on the training pitch honing their skills before switching to a child’s room in which the walls are covered with posters of football idols. But, instead of the usual pictures of men’s super stars like Lionel Messi, it is Argentina’s female footballers who are plastered across the walls as a young girl dreams of her own soccer career.
“We all know that Pablo Aimar was a guiding light during Messi’s formative years. Unfortunately, this doesn’t apply to girls, because female idols have remained invisible in Argentina for far too long”, explained BBDO Argentina Creatives Juan Pedro Ferreti and Tomás Wilhelm.
“In this case, it is imperative for YPF to draw attention to our Women’s National Team ahead of the World Cup. We firmly believe that our brand’s role lies in empowering all our national teams,” added YPF Advertising Manager Agustina Pelfini.
The campaign was created by a team at agency BBDO Argentina which included Chief Creative Officers Joaquín Campins and Christian Rosli, Creative Directors Juan Pedro Ferretti and Tomás Wilhelm, Creatives Rubén De Blas, Javier Agena and Mercedes Mateos Andrés, Design Director Laureano Menéndez, Motion Designer Adrián Puig, Project Manager Sofía Donadío, Head Of Production Anita Pillado, Coordinator Sol De Martini, Producer Sonia Silvero, Heads Of Strategy Axel Malamud and Johanna Giangulano and Strategist Clara Dusserre.
Production was by Mamá Húngara where the unit working on the project included Executive Producer Juan Saravia, Producer Franco Charnas, Photographer Martin Sigal, Director Federico García Rico and Director Of Photography Agustin Barrutia.
Post production and VFX was also by Mamá Húngara with Editor Kevin Jenkins, as well as by Pentimento Color Grading with Colourist Lu Larrea and by Mym Post with Retoucher Diego Salas and Coordinator Mery Tomás.
Music and sound as handled by Porta and Papa Music.
Comment
This isn’t the only female footballer poster led role model campaign at the 2023 Women’s World Cup – the tactic was also employed by Matilda’s sponsor Cadbury’s ‘Star In A Poster’ initiative which also offered a tool for fans to put their own chosen images into the official Matilda’s player posters.
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