This year, England hosted the Women’s Euros.

A tournament promoted like never before.

Brands around the world leapt at the chance to get a piece of the action.

But we had to ask…

How many of the brands proudly sponsoring The Women’s Euros really support women?

Looking at gov.uk data, we realised that most sponsors had huge gender pay gaps.

So, whilst they were doing a lot to make it look like they support women…

It was all shin, and no pad.

Using this data, we reimagined the Euros to show how much these brands were really supporting women.

We targeted the culprits online. OOH. And guerrilla style right outside their stores and offices.

They couldn’t ignore it. And neither could the mainstream media.

We started a conversation that made headlines everywhere.

With a shoestring budget of less than £1,000, we received over £125,000 in earned media.

Achieved over a million media impressions.

And all the brands targeted responded with statements.

Well, except Tiktok. Awks.

And to top it all off. The Lionesses brought it home.