In the summer of 2023 England's Lionesses made it to the Women's World Cup Final. The first time a senior England football team had reached a World Cup Final for 57 years.

There was no brief; no budget; no marketing objective or sales figures to hit. We simply wanted to celebrate this era-defining, cultural moment by heroing the players that made it happen, and in turn, create greater recognition of the success of women’s sport.

As the biggest broadcaster of the Women's Super League (WSL) in England and one of the biggest advocates for women's sport; when the Lionesses made it to the Women's World Cup Final, Sky Sports wanted to celebrate this historical achievement by heroing and celebrating the players that made it happen.

The target audience for this was every woman, man and and child who had been inspired by these incredible athletes.

Simple typographic layout, respectful of a double message across a unique acrostic, spelling out all 23 squad players. Complementary of the England national team colours of blue and red and the Sky Sports brand world. A creative with versatility, working across a win or lose execution and flexible enough to work outside of the constraints of print and into OOH and digital assets on a national scale.

This was a single tactical execution, in response to England's spectacular run to the final of the Women's World Cup, so was not intended to drive 'hard', measurable results.

However - this tactical press ad drew considerable attention and further established Sky Sports as one of the foremost advocates for women’s sport in the UK.