Marketing and advertising agency Create Digital took home the hardware in the “Best Social Campaign” category for its Verizon FiOS "Play Like a Girl" campaign.
Earlier this year, FiOS ads made a splash when they introduced "Football Girl," a determined little sister who set out to show her brother she could hang with the boys.
While the ad spot received a lot of laughs, the FiOS and Create Digital teams recognized that there was something deeper and more meaningful here.
The digital teams developed the “Play Like A Girl” campaign, which aimed to leverage FiOS’ Facebook, Twitter and a dedicated microsite as a trophy case for young girls’ achievements in sports.
“We were looking for people who needed a boost in strength…an underdog story.” – Deirdre Robinson, Executive Director of Brand Management and Marketing Communications