The 60-second film titled ‘We Know Our Place’ – from the BBC’s BAFTA award-winning in-house creative agency, BBC Creative, directed by Stink’s Judith Veenedaal – trails an incredible summer of women’s sport on the BBC.
Launched during the Women’s FA Cup final on BBC One, the 60” film challenges the stance that ‘women should know their place’ and replaces it with the powerful, celebratory phrase ‘we know our place’. The film highlights the passion, dedication and success of female athletes, from young girls finding their calling, to famous sports stars including Lucy Bronze, Kadeena Coz, and Nat Sciver.
The film shows women selling out Wembley, impressing audiences on centre court and inspiring a nation with their talent and sporting prowess.
Simone Magill, Northern Ireland football player and one of the stars of the campaign, said:“I love the BBC’s ‘We Know Our Place’ campaign, and it’s great to feature alongside such extraordinary, inspirational female athletes who certainly know their place!”
The BBC has a long-standing commitment to women’s sport that has powered inclusion, growth and normalisation, and the broadcaster is set to bring another summer filled with women’s sport content this year, including the UEFA Women’s Euros, Wimbledon, European World Athletics Championships, Commonwealth Games and The Hundred.
Barbara Slater, director of BBC Sport, said: “The BBC is the home of big sporting events and has led from the front in showcasing women’s sport to the widest possible audience. In 2019 we ‘changed the game’ with over 45 million people watching women’s sport and continued this support with events such as the Women’s 6 Nations, FA Cup, the launch of The Hundred and the new WSL rights deal. This summer is another huge moment for women’s sport deserving of our unrivalled coverage, delivering many memorable moments.”
The short film is the first part of an extensive ‘We Know Our Place’ marketing campaign, running across the BBC’s linear TV channels, BBC iPlayer, radio, social media and Out-of-Home advertising this summer.
Director Judith Veenedaal, said: “It was a great opportunity to work with the talented team at the BBC, especially for a project with such an important message at its core. As a mother myself I know what it means to inspire and encourage the next generation of women. To not see the barriers but the opportunities. Working with these elite athletes to achieve that goal was a privilege for such an important campaign.””
If you enjoyed this article, you can subscribe for free to our weekly email alert and receive a regular curation of the best creative campaigns by creatives themselves.