More than 90% of current female c-suite execs played sport as teenagers, yet girls drop out of sport at twice the rate of boys by age 12. Chevrolet wanted to leverage their high-profile global sports sponsorships to raise awareness of this amongst parents and encourage girls to stay in sport.
We recruited 5 female directors from the US, UK, Mexico and Brazil – who themselves had played sport as teenagers – to guarantee an authentic voice in a campaign that highlighted the barriers preventing girls from staying in sport around the world.
Local filmmakers identifying and documenting 11 girls from different cultures across 4 countries
Over 3 million views across social media
Winner of five 2018 Clio Awards
Directors who appreciated the value of sport whilst empathizing with the barriers their subjects faced