YPF
She Idols
Branded content, Posters collection
Category
Creative Direction, Art direction, photography curated, Visual art system
Services
In a country as obsessed with football as Argentina, there are thousands of idols — but historically, none of them have been women. The absence of female icons in the game meant that generations of girls grew up with only male players as references. That’s why this is not just another football poster. It is the first poster of a female football player in Argentina’s history, created alongside the stars of the Argentine Women’s National Team.
The Campaign
The initiative expanded into billboards across public spaces, bringing players from the Argentine Women’s National Team into the same urban landscape traditionally occupied by male football idols. Posters were also distributed at official matches of the Women’s National Team.
The movement gained further momentum as players from the Argentine Men’s National Team joined in to support and amplify the campaign.
Case Study
