LILLY PARR
Partnership Social Content Series
Conceptual Creative
Progress isn’t new. Recognition is.
Stats
126.3M in Social Reach
433K Social Engagements
316 Press Articles
830M in PR Reach
4,000 nominations to WSYN
Growth from 13% to 36% brand association with football
56% to 75% increase in purchase consideration
+30% in Sponsorship Awareness
+16% in Brand Love amongst football fans
The strategic leap was to stop asking people to notice women’s football and instead confront them with the fact that they already should have. Rather than inventing a new story, we revealed a missing one. By reintroducing Lily Parr, we turned absence into evidence and history into participation. The technology and creative landscape had finally caught up making the story possible, reintroduce Lily as a powerful, modern cultural presence.
My role sat at the front of the process: strategy, original idea generation, and innovation-led thinking.
This was strategy-led storytelling, powered by innovation, and built to create visibility, participation, and belief at scale.
The campaign used contemporary visual language and social-first storytelling to spark conversation, drive participation, and encourage nominations by reframing the past through the lens of the present.
The campaign went on to win multiple awards, including Campaign In House: Best Use of Technology & Inside Out: Best Use of Technology in Creative Execution and Best Collaboration with an External Specialist.
The challenge was twofold: raise awareness of women’s football and its overlooked legacy, while keeping Three firmly positioned as a trusted, long-term supporter of the women’s game via driving submissions to the #WeSeeYou Awards, which meant doing something culturally distinctive rather than running a standard call-to-action.