In the context of Mexico's female team absence in the 2023 World Cup, this campaign presents an opportunity to redefine victory through its athletes. Despite not participating in the tournament, victory for Mexican women transcends the soccer field. It signifies societal progress and empowerment. Statistics show that although professional women's soccer in Mexico is only seven years old compared to the century-long history of men's soccer, it is gaining traction. However, there are disparities in budgetary allocations and media reach, with men's soccer receiving larger investments and coverage. This campaign aims to challenge the national sentiment of defeat and reframes it into seven years of progress. By highlighting the achievements and resilience of female athletes, the campaign seeks to empower girls and women to recognize their victories beyond the soccer field, fostering societal change and promoting gender equality.

The campaign talks about women's soccer in an unexpected way. We talk about losing. Taking real insights from the players and turning them into powerful, inspiring and surreal stories. In Mexico, female athletes are playing a different game, one that overcomes adversity, creating opportunities for all women and future generations of players.

In this game, we play for something bigger than victory. For this generation and the next. So in the pursuit of more wins, we have to lose more. Our athletes show us what it means to lose the fear of certain things in order to achieve others.

The film portrays the true stories of our Mexican women's soccer players where each one tells what she has had to lose in order to win. The longform visualizes the stories of all the athletes connected, telling their stories in a dynamic, surreal and emotional way.

In the last seven years, the inclusion of the women's league has challenged male dominance in soccer. However, female athletes are still expected to perform at the same level, despite facing unequal playing conditions. The media and society also play a part in pressuring women to return to stereotypical roles rather than competing in sports.

The arrival of the women's league has challenged stereotypes, promoting the idea that women can be just as talented, competitive, and successful in soccer. Our campaign encourages Mexican women to overcome obstacles and achieve their goals, both on and off the field, by empowering their personal stories.

This campaign seeks to change the discourse of Mexican society and the media about women's progress by redefining the meaning of victory in sports. Progress for women means daily victories that promote gender equality and highlight the potential of Mexican women and girls in all walks of life.

The campaign tackles stereotypes and barriers surrounding Mexico's women's professional soccer team by creating an empowering anthem. Real insights from the athletes shape powerful narratives that challenge perceptions and celebrate resilience.

The campaign aims to challenge deep-rooted stereotypes and stigmas surrounding women's soccer in Mexico while promoting gender equality. It seeks to empower current and future players, generating awareness and support for women's soccer on a national and international scale.

The campaign involves research, story development, anthem production, and launch. It spanned several months to ensure effective execution, including time for research into athletes' stories, crafting compelling narratives, producing the anthem, and launching the campaign.

The campaign was shared through social media, television, OOH, and the Nike ecosystem, targeting women and advocates for gender equality. The anthem was grabbed by various media outlets and went viral on socials.

The campaign went viral, reaching 165M people organically and positioning itself in the most relevant media in Mexico (Fox Sports, CNN, El Universal, among others).

- 504M Media Impressions (+14% vs. plan)

- 126M Media Views (+6% vs plan)

- 1.6M Media Clicks (+14% vs plan)

The campaign had a positive sentiment of 70%, this was an increase of +25 points compared to the WWC23 campaign.

Nike was in the top 10 Trending Topic on X on the first day of the campaign launch.