Rexona has been investing more and more in Women’s Football. But unfortunately, simply providing support for female coaches and creating more infrastructure for training girls is not enough to resolve the problem. This is because the first barrier to be overcome is a cultural one - the idea that it’s crazy for a girl to dream of becoming a great soccer star, because there’s no future in this in Brazil. And so, communication must be the game changer.

Our aim therefore was to create a campaign showing that the dream of becoming a soccer star is a possible one, and to get more girls to train at the brand’s social projects. On top of this, we wanted to persuade more families to support their daughters in their journey. And, of course, we had to position Rexona as one of the major supporters of Women’s Football.

Brazil has stars like Tamires, Formiga and Marta, 6 times Golden Ball winner. Yet the future is cause for concern: there are very few girls in training today to be tomorrow’s stars. Creating a safe space where more young girls can feel confident to train and, who knows, be the next Marta is urgent. But to achieve this there is one thing you need first: to make them dream of playing in the FIFA Women’s World CupTM.

Rexona selected 11 girls to envision this dream, creating an Album of the Future as a surprise for them. The album contains stickers of them as the FIFA Women’s World Cup 2031 TM stars with their faces altered to look older, thanks to AI images. A symbol of how far they can go.

In 2023 several icons of Women’s Football in Brazil played in their last World Cup. It was a year when a hot topic in the press was the need for renewal. Rexona took advantage of this situation to create an inspiring story, inviting Tamires Dias, currently captain of Brazil’s team, to show 11 girls how they could become the stars of the future.

Today’s star presented this team of promising youngsters with an album of the 2031 World Cup, including stickers with images of them, altered by AI to make them look older, as members of the team. Our team were very moved by this, and so were thousands of other young girls who watched the mini documentary of their story during transmissions of the Women’s World Cup. The story also served as an activation in the Newsstand of the Future where other girls could make stickers of themselves.

The Album was created to be a surprise for a team of girls from our social project. An asset that began to be produced at an event that brought the girls together in a match. The meeting was an excuse to capture images of them. And with these photos, we started working in secret with the help of AI on a projection of their appearance in a few years. Everything to create an unimaginable experience for this team of girls: making them see themselves as adults and turned into Brazilian national team players in a future Women's World Cup sticker album. An idea that became a minidocumentary, an activation in a Newsstand of the Future where more girls could create stickers of themselves. And all this story had an exciting outcome, with our team of girls travelling to watch the FIFA Women’s World Cup 2023TM live.

The campaign went much further than planned, reaching more than 150 million people with a total of 1.5 billion impressions. We inspired not only the 11 girls from our social program but helped influence the next generation of future football stars. Our Brand Lift study on TikTok showed an +8.3% growth on the recognition of Rexona as a brand that gives more confidence for women to play football. The Album of the Future was able to spark a conversation around gender equality in football, reaching 200 million views through Earned Media, with more than 124 stories told. And with this truly authentic, culturally relevant and unmissable campaign, a Kantar study confirmed that we became the most remembered sponsor of the FIFA Women’s World Cup 2023 TM by women and also the brand that they most associate with football.*

*Source: Kantar Brand Power Study Atlantis 2.0.