Coca-Cola Believing is magic

Insight

The criticism doesn’t reflect the progress.

More than two thirds of women working in football worldwide have experienced some form of discrimination. Yet the soaring popularity of women’s football amongst fans and players is curbing this behaviour, and ultimately changing the narrative for the better.

A football field with the text “THIS GAME ISN’T SUITABLE FOR WOMEN” mowed into the grass, viewed from above. A lone person operates a lawnmower at the center of the field.
A soccer field with large text on the grass reads, This game now has more than 29 million women suiting up to play every year. Believ is magic. Coca-Cola and FIFA Women’s World Cup logos are visible below.

Idea

Transforming the very fields on which they play.

Throughout the FIFA Women’s World Cup 2023, innovative technology was used to turn fields in the co-host countries of Australia and New Zealand into huge canvasses. Negative commentary around women’s football was air printed onto the fields, and then turned into powerful, positive statements that reflect the monumental progress of the sport.

Air Printing technology relies on the machine blowing a gentle stream of air to bend the blades of grass creating a pixel. The grass remains intact, and the imagery created is visible as light hits the turf.

Aerial view of a soccer field with text on the grass that reads: ITS TIME TO STAND UP AND CHEER FOR THE FASTEST GROWING FEMALE SPORT IN THE WORLD. BELIEVE IN ITS MAGIC. Logos for Coca-Cola and FIFA Womens World Cup are visible.

Impact

A powerful statement delivered on the world stage.

The fields were printed throughout the tournament in real time and, in the days leading up to the FIFA Women’s World Cup 2023 final in Australia, a film documenting each of the fields launched across Coca-Cola’s social channels.

Aerial view of an empty football stadium. Bold text on the pitch reads: “It’s women’s football. No one will follow it.”.
A football field at night displays a message on the grass: ITS WOMENS FOOTBALL. A RECORD 2 BILLION PEOPLE JUST FOLLOWED IT TOGETHER. BELIEVE IN MAGIC. Hands are raised in celebration. FIFA and Coca-Cola logos appear at the bottom.
  • It’s Nice ThatCoca-Cola traces messages of support for Women’s World Cup onto football pitches ↘
  • Campaign Brief AsiaCoca-Cola displays messages of progress on pitches ↘
  • B&TCoca-Cola transforms football pitches in support of the Matildas ↘
  • AdNewsCoca-Cola leverages FIFA Women’s World Cup frenzy ↘

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