Quilmes - Femenine Superclásico

Category: Media


Women’s football is increasingly booming in Argentina, but still there is a lot of work to be done.We discovered that the first game in history of professional women’s football in Argentina wasthe “Superclásico” (Boca vs. River), but to everyone’s surprise, it was on a Tuesday at 3pm. Quilmes,being the sponsor of both teams, decided to expose this situation publicly. We raised topic andour perspective in social networks, but our community did not respond as we expected, they didn’t support us, they reacted with sexist comments. So, we decided to go further, paying to broadcast the game on a major TV channel in primetime.

Brand: Quilmes
Lead Agency: draftLine
Zone: SAZ Rio de la Plata
Country: Argentina

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