POWER Dream
WITH ADIDAS
BRIEF:
Create a strategy for locally led programming around the Women’s World Cup in New York City, using retail stores, sports spaces and digital/social integration to celebrate women soccer athletes.
CONCEPT:
"Power Dream”
The freedom to dream and the power to do.
Power Dream will inspire young women and non-binary athletes to engage with the Women’s World Cup by setting goals and empowering them with the solutions they need to achieve them, both on and off the field.
INSIGHT:
Accessibility to women-led sports has always been limited making it impossible to pursue. Gen Z and Millenials will choose to pursue their dreams and achieve their goals when spaces are created for them to be seen, received, and celebrated.
ROLE:
Creative
Art Direction
Video Editor
Power Dream Commercial
The Power Dream campaign will inspire Gen Z and millennials to set goals and empower them with the solutions they need to achieve them.
OOHs art direction was inspired by the phrases daydreaming and you’ve got your head in the clouds. Leaning into that, we wanted to empower those phrases by incorporating imagery of women soccer players in motion.
DIGITAL CAMPAIGN
To amplify the campaign on social, we’ll partner with brand-adjacent personalities like Trinity Rodman, Jenna Ortega, & Wales Bonner, who already have been making waves across the globe by inspiring and pushing the boundaries in both sport & culture.
Through a series of posts using #PowerDream, they will share their power dreams and encourage their audiences to share their own by completing the phrase,
“the freedom to dream, the power to _____”
Goal Power in the Park
activation
where game meets goal
This community-facing activation will bring the joy of the World Cup right in your backyard. Broadcasting the Women’s World Cup live on location, visitors will also be encouraged to set and make goals of their own and have the chance to get their dreams crowd funded.
Hall of Dreams
in-store experience
To mirror Power Dream off the field,
Hall of Dreams will be a place to honor the soccer players competing. While customers learn about the player’s power dreams they can continue to set and make goals of their own while shopping exclusive FIFA Women’s World Cup merch.
Collaborators:
AD/Design: Khy Patch, Jelani Ameer CW: Janet Igah