GE Appliances: What's on the Line

The Insight
GE Appliances has an ongoing commitment Women's Soccer and while the Canadian Women’s National Soccer Team has defied the odds with their success, there’s no guarantee that future generations will be able to do the same.

The Idea
Let’s start a movement and raise awareness about what’s on the line for the next generation of women’s soccer players if we don’t support the sport today.

Through various medium such as billboards, social media and activations, we drove traffic to the landing page where users affected by 'What's on the Line" had a chance to tell their own story by creating their own t-shirt, and adding it to the line.

The first 400 people to do so, recieved their custom designed t-shirt in the mail so they can show their support and raise awareness for women's soccer.

The Result
Over 500 participants submitted their stories and created their own t-shirts in support of women's soccer. These messages and stories were also displayed digitally on the landing page as well as in various in-person displays to promote awareness.

THE TEAM
Blake Connolly, Group Account Director
Bobby Martiniello, Creative Director
Gaby Makarewicz, Creative Director
Heather Tuer, Account Supervisor
Lara Goldsmith, UX/UI Designer
Logan Thomlinson, Account Executive
Paul Smiechowicz, Full-stack Developer
Sam Halioua, Senior Project Manager