Adobe: How did we launch a partnership that empowered an overlooked fanbase?

As worldwide attention turned to women’s football ahead of the World Cup, Adobe wanted to give a voice to their overlooked community of fans.

Overview

‘Make it Possible’ was a grassroots social campaign celebrating the unique creativity of women’s football fans, on and off the pitch.

Challenge

Bridge the gap between Adobe and women’s football by transforming the brand from just a tool into a culturally relevant force that truly connects with fans.

Insight

Few people know that in the 1800s, women’s football was as popular - if not more so - than men’s football, only to be banned in many parts of Europe in the early 1900s.

Despite this, women continued to play, elevating the women’s game to a professional status and challenging persistent barriers. As a result, women’s football has cultivated a unique culture characterised by tolerance, openness, inclusivity, and above all, creativity.

Strategy

Creativity changes the game, fans make it possible. By paying homage to this unique culture, we inspire fans, both new and old, to show their support.

We created a huge range of assets across TikTok + Instagram, including a hero film featuring Bayern Munich players, to help women and girls be creative and express themselves in football.

This was followed by content created for Real Madrid including a rousing poem, written by poet and musician Deva, recited by freestyle champion Paloma Pujol Mayo.

Results

INTERACTIONS 3M

IMPRESSIONS 14M

VIEW THROUGH 20.9%