NOT BAD FOR A GIRL
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.
New York Festival of Advertising 2x Bronze, 3x Finalist; Hashtag Sports Award New York Best Branded Content or Series, Best Engagement for Good, Most Creative Partnership With an Athlete or Influencer; ADC Germany 1x Merit
Concept & Art Direction
Jung von Matt/ Sports