To mark the start of the Women’s Football Weekend taking place on March 23rd and 24th, the Barclays Women’s Super League (WSL) and Barclays Women’s Championship have unveiled a new social-first campaign taking over key British landmarks to celebrate the elite level of the sport in England.
Coinciding with four major fixtures across the weekend, the creative leverages CGI to transform renowned landmarks, creating a visual spectacle tied to each tentpole clash. For the Everton v Liverpool meet, a colossal banner unfurls from the summit of Radio City Tower in Liverpool. The Manchester derby sees two towering high-rise lockers, proudly branded in the distinctive colours of Manchester City and Manchester United, dominating the skyline. The iconic Roker Pier and Lighthouse transforms by being adorned with a half-and-half Sunderland and Durham scarf, while Regent Street is draped from top-to-toe in West Ham v Chelsea flags.
This social-first activation extends beyond showcasing the thrilling on-field action of the Barclays Women’s Super League and Barclays Women’s Championship. It is a concerted effort to promote women’s football during the hiatus in the men’s domestic game, garnering interest from fans across the world and drawing on the rivalries taking centre stage.
Nikki Doucet, CEO of the Barclays Women’s Super League and Barclays Women’s Championship, said: “Women’s Football Weekend is one of the biggest weekends of the year for our sport and is a great opportunity to showcase the talented teams and players we have in our leagues. The weekend is a window into the elite level of women’s football, and we hope it draws more people in to engage with the sport going forward.”
This activation was conceptualised and executed by award-winning creative agency WING, with sister digital content studio, Little Dot Sport (who currently manage all the Barclays Women’s Super League’s social accounts including Facebook, Instagram, TikTok and X), leading on the social strategy and distribution of the assets. The strategic collaboration between WING's creative production capabilities and Little Dot Sport's profound knowledge of social platforms positions them uniquely to deliver on this impactful campaign.
Little Dot Studios is an All3Media company. Check out Broadcast Sport's original article here.
