For World Cup 2023, our objective was to cement the Lionesses in Gen-Z culture and make them iconic to young women. Pairing the athletes with Ms Banks, we created a TikTok-read earworm of an anthem that celebrated what they stood for, on and off the pitch, titled ‘Like a Lioness.’

The campaign video was accompanied by a suite of social assets for global and regional social handles and partner channels, so it landed squarely in the path of Gen-Z ☄️