‘This Girl Can’, by FCB Inferno for Sport England

Thinkboxes January/February 2015 Winner

Sport England’s clarion call to the women of Britain to lose their inhibitions and get active, ‘This girl can’, won the January/February 2015 Thinkboxes Award for TV ad creativity.

Featuring real women working out in a variety of ways, the ad set out to inspire and motivate through emotional impact, rather than promoting the rational benefits of exercise.

Sport England director of business partnerships Tanya Joseph explains the thinking behind the activity: “We wanted to make ‘This girl can’ the first campaign of its kind to feature women of all shapes, sizes and sporting abilities, [who] sweat and jiggle as they exercise.”.

We’re telling the real story of active women by showing the complete opposite of the idealised and stylised images we’re now so used to seeing. We wanted to tell women that it doesn’t matter if you are a bit rubbish or completely brilliant, the main thing is that you are a woman and you are doing something, and that deserves to be celebrated.

Tanya Joseph Director of Business, Sport England

Client Josie Stevens, Sport England; Creative agency FCB Inferno; Creative team Raymond Chan, Simon Cenamor; Production Company Somesuch; Director Kim Gehrig

Other ads on the podium

IKEA: The Joy of Storage (2nd)

  • Creative agency Mother
  • Creative team Mother
  • Client Peter Wright
  • Production company Blink
  • Directors Dougal Wilson

Honda: Keep Up (3rd)

  • Creative agency Wieden & Kennedy
  • Creative team Bertie Scrase, Christen Brestrup, Cal Al-Jorani
  • Client Martin Moll
  • Production company Friend
  • Director ManvsMachine

Also shortlisted

Moneysupermarket.com: Dave's Epic Strut

  • Creative agency Mother
  • Creative team Mother
  • Client Philippa Heywood
  • Production company Sonny London
  • Director Fredrik Bond

Nuffield Health: Small Victory

  • Creative agency Now
  • Creative Steve Paskin
  • Client Kate Barker
  • Production company Rattling Stick
  • Director Pete Riski

A view from a Thinkbox Academy member on this month’s picks…

I just know that as a piece of communication, Sport England’s “this girl can” spot is going to work: provocative copy, inspiring imagery and awesome music all knot together to show women of all shapes and sizes that sport is fun. It feels more real than the “real beauty” campaign for Dove. Great stuff.

Richard Megson Creative Director, The Red Brick Road

Click here to see who won the previous award

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