She Can
Award: Shortlist
Shortlist / Direct / Products & Services / 2022
Award: Shortlist
Shortlist / Media / Collaboration
Award: Shortlist
Shortlist / PR / B2B
Award: Shortlist
Shortlist / Impact / Collaboration
Guaraná Antarctica, a major soda brand in Brazil and a long-time sponsor of women's football, launched a campaign to bolster support of the game. The brand removed its logo from 35 million of its own cans and offered them as a media placement to any brand that would sponsor women's football. The ten brands – Burger King, Lay's, Avon, Puma, ESPN, Hall's, BMG, Vivo, Gol and Consul – each paid $100,000 to sponsor women's football in Brazil in exchange for the visibility.
