FOXX Women in Sport
In 2018, FOX SPORTS made significant strides in covering women's sport, seizing an opportunity to engage a new demographic. With a platform to champion women's sport, FOX SPORTS broadcasted 90% of women's sport on Australian TV, leading the trend in Australian sports media. The challenge was to establish women's sport as a respected entity in its own right. The goals included creating a unique marketing campaign to connect Australian women with sports, growing their love for women's sport, and attracting new audiences. The target audience was females aged 15-35 and families with young children.
In 2018, FOX SPORTS made significant strides in covering women's sport, seizing an opportunity to engage a new demographic. With a platform to champion women's sport, FOX SPORTS broadcasted 90% of women's sport on Australian TV, leading the trend in Australian sports media. The challenge was to establish women's sport as a respected entity in its own right. The goals included creating a unique marketing campaign to connect Australian women with sports, growing their love for women's sport, and attracting new audiences. The target audience was females aged 15-35 and families with young children.
The idea
XX = The female chromosome, represents eXcitement, eXtreme action…”
♀ = Venus symbol representing the female gender
Brand association = The f♀XXtrodinary women in sport
XX = The female chromosome, represents eXcitement, eXtreme action…”
♀ = Venus symbol representing the female gender
Brand association = The f♀XXtrodinary women in sport
They say strength and beauty come from within.
We believe that we know exactly where these attributes (and more) come from for women:
We believe that we know exactly where these attributes (and more) come from for women:
It's in their make up!
Social Media Campaign
The campaign, titled "XX," celebrated the achievements of women in sport, highlighting their extraordinary abilities and aiming to inspire young females. Utilising Fox Sports' social media channels, the campaign included a content series showcasing the stories behind women's sport, released fortnightly on platforms like Instagram, Facebook, and YouTube.
Logo Design: Daniel Rammal
Creative Direction: Daniel Rammal
Content Production: Tom Radcliff
Creative Direction: Daniel Rammal
Content Production: Tom Radcliff