My partner and I got the task to think of a way, how Intersport, a German sports retailer, could sponsor an unknown athlete called Anja Blacha, who wanted to break a world record by walking 1400km to the geographical southpole. Unsupported, unassisted and solo. 

In an earlier interview we found, Anja Blacha explained how men were always talking her down during previous expeditions e.g. to the top of K2 or Mount Everest. “Until which basecamp are you going to join the trip?”, she was asked. After replying that she will climb the top, one of the men said “Huh, Not Bad For a Girl”. And this is how the campaign’s provocative title “Not bad for a girl” was born. And with 0€ media budget, we managed to achieve over one billion impressions, which is a media equivalent of over 8 million Euros.