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SEE HER GREATNESS
Agency Leo Burnett / Detroit + Carat / New York + Finger Music and Sound Design / Brooklyn + Cutters / Chicago
Category
Integrated Campaign
Annual ID
OS23_IG044M
About the Work
Since the enactment of title IX, female participation in sports has increased and women now represent 40% of all athletes. However, they get less than 10% of the sports media coverage. This deprives young girls of athletic role models and affects how people value female athletes and their contributions to society.
As the auto brand with the largest percentage of female owners, and longtime sponsors of the NCAA, Buick decided to do something about it.
But how do we get people to want to see women's sports?
Simple. By not showing them.
To demonstrate how little visibility female athletes get, we created a campaign featuring the greatest moments in women's sports. But instead of showing them, we crafted an immersive surround sound experience that made people want to see the plays, but all they saw was a QR code, which they scanned to SEE HER GREATNESS. This was the first time an auto company created a film showing only a QR code (and no cars!)
SEE HER GREATNESS was a multi-platform, integrated campaign. Since we’re tackling inequality in sports coverage, we launched with a series of TV spots during one of the biggest sports moments of the year—March Madness. And to make sure we garnered mass awareness, we launched our hashtag #SeeHerGreatness in a Twitter trend takeover on March 12.
As the hashtag gained momentum, we kicked off the #SeeHerGreatness TikTok Challenge, March 19-21, where we encouraged women to share their own greatness.
For social media, we created custom videos, where we only showed 10% of the screen to capture people’s attention and symbolize the lack of coverage.
Additionally, we utilized high impact takeovers across CBS Sports & Bleacher Report to catch consumers attention and promoted an on-site Huddle experience with TogethXr at the Women’s Final Four in Minneapolis.
SEE HER GREATNESS became the most shared campaign in the history of the Buick and far surpassed all our communications objectives.
And an unforeseen result was that ESPN changed the Women’s NCAA final to prime time, which helped it became the most watched Women's NCAA Final in nearly 2 decades.
2023 Awards
Total Points: 3
Merit
Credits
Agency
Leo Burnett / Detroit
Music / Sound Production Company
Finger Music and Sound Design / Brooklyn
Post Production Company
Cutters / Chicago
Media Distribution Company
Carat / New York
Art Director
James Bruff
Creative Director
André Felix
Chris Handyside
Dan Councilor
Tom Topolewski
Vinny De Araujo
Designer
Stavo Alvarez
Executive Creative Director
Steve Glinski
Tim Thomas
Executive Producer
Erik Zaar
Account Director
Angela D'Aristotile
VP Group Account Director
Emily Harrington
ACD
Rich Toltzman
Associate Director, Community Management
John Hill
Buick Advertising Manager
Mallory Woodrow
Community Manager
Mark Grossi
Director of Creative Operations
Tony Booth
Director of Integrated Production
Brian Dooley
EVP, Director, Strategy
Matt MacDonell
EVP, Group Account Director
Jim Bickers
EVP, Group Strategy Director
Kaylin Scott
Global Vice President Buick & GMC - Sales, Service & Marketiing
Duncan Aldred
Marketing Director, Buick
Sam Russell
Media Strategy, Partnership Experiential Marketing Lead, Buick
Anthony Biondo
SVP, Managing Director
Yanlin Sun
Vice President Marketing - GMC & Buick
Molly Peck
VP, Account Director
Lauren Pesta
VP, Director, Strategy
Julie Wagner
Roshen Mathew
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