Getting girls ahead of the game on and off the pitch.
Every year the Manchester United football club walks young fans onto the pitch before a game. For 2017 Chevrolet chose to focus on aspiring young women from around the world. Each girl wore the iconic green Manchester United goalkeeper jersey with their future aspirations, or “Goal” on the back. (Full press release ). The week long event kicked off a year-long mentorship program where Chevrolet assisted all 11 girls in working towards their goal.
Recognitions
Clio Awards: Gold, Silver, Bronze (x3), Shortlist
Recognitions
Clio Awards: Gold, Silver, Bronze (x3), Shortlist
11 GoalKeepers from Around the World
To see the campaign story, watch the case study. To see the meat of the campaign and each girl’s story, please scroll down.
Event Week
Below are some of the programs that occured during the week leading up to the game.
GoalKeeper’s Personal Stories
Each of the 11 GoalKeepers were given a mentor to assist in their goal. Below are introductions for the
U.S. and Brazil groups and individual mentorship films that were released later in the year.
Maria’s Mentorship
South Korea’s GoalKeepers
Jaydan’s Mentorship
Brazil GoalKeepers
China’s GoalKeepers
GoalKeepers Concept Introduction
#DadGame
To bring the predominantly male Manchester United fans into the discussion we created content directed towards fathers with #DadGame.
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Copywriter: Victor Barrenechea