Men set the limits in sports.
The best a woman can achieve is being almost as good as a man.
The boundaries for women are clearly set.
INTERSPORT, a big German sports retailer, wanted to question that and started the campaign “NOT BAD FOR A GIRL”. Referring to the most common phrase women hear when achieving something great.
As a brand for “everyday-athletes” we didn’t use famous testimonials but went with Anja Blacha, a 29-year old project manager who climbed the highest mountains but never made it to the front pages.
We accompanied her next mission: 1400 kilometres, solo, unsupported, unassisted to the South Pole. No one – not even a man – has done that before.
Over two and a half months Anja’s journey was promoted on INTERSPORT’s social media channels and a microsite. The exclusive content pieces got the media in on our campaign. They shared the content on TV, digital platforms and in the biggest magazines and newspapers. Over 380 articles reported on her journey.
With a media budget of zero Euros, INTERSPORT achieved over one billion impressions.
And most important: the campaign inspired women around the world and Anja got the respect of everyone. No matter the gender.