Coca-Cola: Growing Belief

With the FIFA Women’s World Cup 2023 moving to a nail-biting conclusion and set to become the biggest female sporting event in history, Coca-Cola has unveiled an innovative campaign to build on the legacy of the tournament and celebrate the changing narrative occurring in women’s football. In football fields across both co-host nations, Australia and New Zealand, Coca-Cola has displayed and activated five powerful statements showing the progress being made. Each statement takes a common misconception around women in football found today in online conversation and contrasts it with the powerful – and more positive – reality of today’s game.

Two messages in fields located in Australia and New Zealand share the inspiring stories of Team Coca-Cola players Ellie Carpenter and Katie Bowen. Ellie’s story is one of defying the odds and breaking through barriers to achieve greatness in sport, while Katie emphasises the power of believing in magic, highlighting the remarkable milestone of participating in her fourth FIFA Women’s World Cup. The remaining messages celebrate the growing participation in women’s football around the world, the unprecedented growth of the game, the role models the game has created and the record-breaking number of viewers that the tournament has achieved this year. The campaign also features a stunning video created with drones to showcase the state-of-the-art technology used to create the messages on the field. Using a gentle stream of air, each blade of grass is bent to create a shadow effect on the pitches that appears for up to 48 hours, without damaging the turf.