"No matter who wins, she always loses"
Brief
Create a campaign that draws from the original radical meaning of “I’m worth it” , highlighting beauty as a powerful lever to elevate the role of women in modern society, and confronts a current issue they face.
Problem
The general public do not know the connection between football matches and domestic violence.
Insight
Domestic Violence increases by 38% when England loses a match and 26% when they win or draw (Woman’s aid)
Target Audience
Primary - UK male and female football fans. Secondary - Football fans aroudn the world.
SMP
L’Oréal sees you and your worth
Creative Idea
To spread awareness on the UK's Domestic Violence problem, L’Oréal teamed up with End Violence Against Woman to create The Team That Never Wins. The campaign lauches a team of woman who were murdered by domestic violence on the biggest stage - England's 2026 World Cup opening match.
I collaborated with Claire Tauro and Coco Dawson to create this D&AD Submission. We all worked together to develop this campaign, however I worked primarily in the Art Director role, Claire worked mainly in the Copywriter role and Coco worked as strategy and an all rouder. We were all passionate about taking on this campaign and making something that could make a real difference in peoples lives.