#THATSONWINNING is a bold and dynamic campaign that empowers girls who play sports to defy gender stereotypes and feel confident in every game. Our campaign encapsulates the powerful and confident underdog-like qualities of the Detroit Lions. I had the pleasure of collaborating with Madeline Beattie, Lauren Moore, and Natalie Orlando to create and design our brand while being in the spirit of the Lions.
Audience:
Girls in sports, ages 12-16.
Recognition:
Our team attended the 49th annual American Advertising Awards hosted by the American Advertising Federation (AAF). We received a gold award in the Social Media Campaign category, and the Best In Show of Students award.
Process + Outcomes:
To begin our process, we conducted thorough research on the Detroit Lions and their associations. We took a deep dive into several aspects of the Lions, including the team’s origins, finances, partners, and additional branding case studies. Our research helped each of us better understand the Lions’ significance among sports culture and the city of Detroit.
After fully interpreting our research, we created several campaign concepts and established our brand’s audience. We chose to focus on middle school girls in hopes of tackling common gender stereotypes associated with those who are on sports teams. Much like these girls, the Lions have had many negative stereotypes over the years that they are proving wrong by playing with confidence and making many unexpected wins. We decided to take a very bold, confident, and punchy visual route to showcase the idea that girls—and the Lions—can do anything. Once our visual direction was fully established, we discovered our brand’s powerful voice. Our campaign’s language is bold, spirited, and confident, while still appealing to a younger audience. Phrases like, “Tackle The Stereotypes,” and, “Girls Vs. Everybody,” became essential to properly represent our audience through a Detroit-based lens. Each of us began iterating several brand applications, including social media posts, a motion piece, and a set of unique supergraphics. Overall, our process was extremely collaborative to ensure that our campaign was demonstrated through a cohesive visual system.