Brand: EE & Apple
Campaign: Goal for 2023: The 4% Project
Agency: Publicis London
Year: 2023
A campaign's proposal as a proactive idea for Publicis Poke
My role: Concepting, Art Direction, Design
Challenge:
Despite a spike of interest during the World Cup or any other major sports events, women's sports account only for 4% of coverage.
Outcome and my role:
Insight: Even if broadcasting rights belong to media companies who film live events and provide the news, social media is changing our media-consuming landscape, with almost 80% of young people saying that social media is their main news source(79% of Brits between 16 and 24 say social media is their main news source).
Using the power of the ‘Shot on iPhone’ challenge, EE x Apple will challenge the audience to participate in creating more user-generated coverage for women’s sports. By using user-generated content, EE and Apple will show interest in women’s sports coverage from the fan’s perspective, to inspire change in broadcasting women's sports. EE will give free data to its users in exchange for them to participate in the #ShotoniPhone challenge, where they can upload their own photos and highlights of women's sports, captured during live matches. By using the #ShotoniPhone and the #4percentproject platform, EE and Apple will show interest in women’s sports coverage from the fan’s perspective. The best examples of user-generated content will be made into DOOH and OOH with Apple's shot on iPhone billboards.
Hijacking LIVE GAMES coverage: a platform to upload self-made footage for women’s sports during games
DOOH for the best sports highlights, using UGC.
We will collaborate with Apple and will create an internal EE platform @the4%project for UCG imagery and footage from live games. Users will be encouraged to upload their footage into an open-source account on Instagram and TikTok to do live self-made footage and imagery to ensure more coverage during games. We will encourage to use a #ShotoniPhone hashtag to contribute to the challenge.
By tagging #shotoniphone and by mentioning @the4percentproject,
Apple, the FA and EE give you an opportunity to highlight the 96% of women's sports coverage.
Print / OOH for the stunning UCG shots, made with iPhone's camera.
Amplifying: activations
Shot By Women:
Shot on Her iPhone
Collaboration with women sports photographers, challenging to swap out their 800mm lenses for the new iPhone 14 and shoot the game from a woman's perspective (Ref: often sports coverage for women is overly sexualised).
Experiential: The 4% Issue
Experiential pop-up kiosk, with newspapers and magazines that have been edited out and left with a small amount of women’s news. Each newspaper could feature a limited edition insert featuring Shot On iPhone photography.
Guerrilla marketing: handing out the newspapers in the underground.
Give data to get data: making open-source imagery and footage libraries
There is a lack of images and videos of women’s sports online. And the little that exists is often overly sexualised, so EE will commit to changing that.
We will encourage people to upload their images of the Shot on iPhone challenge for the 4% project to the world's biggest image libraries such as Getty Images, Unsplash and Giphy (for creating GIFs). In return, EE will give users free data.
We will also collaborate with other brands’ initiatives such as Google’s Team Pixel, to get everyone on the same page to tackle the 4% issue.
Digital: making the 4% visible
An online safari extension tool that edits out the news to show only women’s sports coverage.
As well as blocking out the non-female sports news, the extension could link to Apple News + free trial where the user can read more female sports news.
Raising awareness for women's sports together.
