Secret
Inspiring girls to stay in the game with an Olympics activation.
Girls are twice as likely to drop out of sports by age 14 than boys—and that by watching them play sports, they are more likely to continue playing, and even go professional.
The Challenge
Secret Deodorant has a long history of being outspoken in support of women athletes—they’ve lobbied to change the rules through legislation for equal pay for women to play. Leading up to the 2021 Olympics, they were looking for a new way to engage audiences to watch and support women playing sports.
The Insight
We created an epic Olympics Watch Party in Central Park, all with the goal of raising awareness for this The campaign encompassed artist-created murals and statue, a New York Times Print ad, all connected by the powerful hashtag #JustWatchMe.
The Solution
The Results
2.06B
Impressions
110K
Engagements