In this 360 campaign for Amazon, we heroed real women footballers to spotlight the confidence and self-assurance that playing women’s football can bring to those who play, and the supporting role Amazon occupies in equipping players with the products they need to enjoy the beautiful game.

The campaign’s hero spot, ‘The Grit’, directed by BAFTA-nomiated director Molly Manning Walker, featured real players showing their passion, tenacity and camaraderie, on and off the pitch…all juxtaposed to the 1950’s track, ‘Sweet Old Fashioned Girl’ by Teresa Brewer.

The 30′ spot ran across TV, Cinema and online video, across Europe and was supported by social and digital out-of-home, plus an exclusive extended 60′ cut. The brand campaign conicided with the launch of Amazon’s all-new Women’s Football Store – a dedicated storefront offering a wide selection of quality products needed to train, play, recover and celebrate.

The campaign marked our debut work for Amazon and celebrated the brand’s first-ever pan-European sports partnership with UEFA Women’s Football.