Hyundai has been a supporter of women’s football for decades, long before many other mainstream sports brands.

We were tasked to create one of the most watched film at the 2023’s FIFA Women’s World Cup in Australia and New Zealand that dramatised the long-standing partnership of Hyundai with women’s football and its continued support of the women’s game.

Women’s football has come a long way from its humble beginnings in 1895, to the factory teams of WW1, it’s 50-year ban up to its first World Cup in 1991 and the 2023’s FIFA Women’s World Cup.

It’s a story of resilience, commitment and passion. Every woman who walks onto the pitch isn’t playing for the right to play, but to be recognised as an equal. A story that needs to be told.

In this film we tell this rich story by following a young female protagonist play high-intensity football through the pivotal moments of the 130-year history of women’s football.

As Hyundai have been a proud supporter of that equality before most brands jumped on board, we created a film that celebrates the dramatic 130-year history of women’s football. Asking us to see just how far women’s football has come and see how far they will go.

Women’s football has come a long way from its humble beginnings in 1895, to the factory teams of WW1, it’s 50-year ban up to its first World Cup in 1991 and 2023’s FIFA Women’s World Cup in Australia and New Zealand.

It’s a story of resilience, commitment and empowerment. Every woman who walks onto the pitch isn’t playing for the right to play, but to be recognised as an equal.

We created a strategy that told this dramatic story and shown Hyundai long-standing involvement in their continued growth with a powerful strategy – See how we have come, watch how far we will go.

Every effort was used to create a modern film that jumps through 130-years of women’s footballing history.

The film was shot to feel like a modern football game, with high intensity tackling, passing and skills. The cinematography needed to be active and dynamic, rather than documenting the scenery, it was an extra character in the middle of the action. Use of close-up action and running with the players, we gave a tired part of history a new visual story.

Each scene was then graded to give its own style. Starting colder and darker in the Victorian era, we began to add warmer and richer colours throughout right up to modern day. Showing a transition from the difficult oppressive times of women’s football to the modern celebration that it is today we created a breath-taking film featuring a continuous game through five eras of women’s football.

Recorded overall excellent campaign performance, exceeding benchmark figures in most of the countries surveyed:

– the FWWC 2023 campaign achieved 3,615 TV views, 102.74 million digital views, and 296.54 million exposures in 182 countries globally

– the campaign led to uplifts in brand recommendation and consideration

– Likelihood of strongly recommending Hyundai increased by 36% amongst BBC consumers

– 72% said the ad improved their perception of Hyundai, 6 points above the benchmark for this metric.

– The highest scoring CNN Effect statement at 80% was for those who agreed that the advertising on CNN would enhance the reputation of Hyundai.

– PR coverage: Volume: 155 / Impression: 103.7M / PR Value: 2.5M USD