Creative in association withGear Seven

St. Luke's Brings the Ultimate Boys Vs Girls Battle to the Beach

Advertising Agency
London, UK
Chris Kamara trains a group of lads in new Strongbow campaign

This summer Strongbow have looked at one of the biggest unanswered questions in football. Girls v boys; who would win?

The UK’s leading cider brand’s agencies were brought together to create the next installment in the series of Strongbow ‘EARN IT.’ Challenges: regular guys were asked to step up to the plate and take on one of Brazil’s top professional female teams, Vasco, in a 5-a-side football challenge.

Hundreds entered, but only one team could be picked to take on the challenge in Rio.  

On arriving in Rio, with the help of Strongbow appointed celebrity management team (ex-football manager and TV pundit Chris Kamara and Brazilian coach Janio Cruz) the boys were put through their paces with a rigorous training programme, designed to show them why the Brazilians excel  at the ‘Beautiful game’ - and help prepare them for the big match.

Could the boys live up to their talk? Did these amateurs have what it takes to beat a pro women’s team? Watch their full story on: 

The challenge content will be live across VOD, social media and additional digital content from Monday (June 2). A partnership with Google will deliver dynamic content to those who engaged with earlier phases of the Strongbow Rio challenge to help them continue the campaign journey. A partnership with Sky will also ensure the content is served up to football fans across the nation. 

The #RioChallenge campaign is being delivered through a fully integrated campaign by creative agency St Luke’s, media agency Starcom MediaVest Group, digital agency We Are Social, experiential agency RPM and PR agency Cow.

Al Young, Executive Creative Director, St Luke’s, said: “To stand out from all the noise around Rio Strongbow needed an idea that instantly grabs attention and drives curiosity. This is it.”

Agency / Creative
Post Production / VFX