The narrative around women’s football is changing.
We were pumped to win the Women’s World Cup pitch for Coca Cola.
But it only took a few minutes of research to see there was a problem; more than two thirds of women working in football worldwide have experienced some form of discrimination.
All the bullshit criticism online of the sport wasn’t a true reflection of it’s grassroots progress and growing popularity. So we set out to send a message or two.
Progress you can see on the pitch. Literally.
Throughout the tournament, innovative grass technology was used to turn fields across host countries, Australia and New Zealand, into huge canvasses.
Negative commentary, doubt and discrimination was quoted from social media on the fields initially. Then those same words were later turned into powerful, positive facts that reflect the growing belief of the sport.
We found this cool company with these weird looking lawnmower things. creating a pixel. Their “Air Printing” technology relies on the machine blowing a gentle stream of air to bend the blades of grass creating a physical pixel as light hits the turf from a new angle.
A powerful statement on the world stage.
Dozens of these giant messages of belief were printed throughout the tournament in real-time, contextually responding to the tournaments results. Culminating with a film that documented the process which was released in Australia and New Zealand before the finals weekend.
