The Client
The U.S. Women’s Open is an annual women’s golf competition put on by the USGA (United States Golf Association). The first competition as in 1946. It hosts 156 professional and amatuer female golfers on a tournament over 72 holes.
Goals
Because of the long history of golf, I liked the idea of playing with history, so I looked up famous quotes about golf. I wanted the quote to be directed at women but talk about the game, and I found the perfect quote by Babe Didrikson Zaharis. It gives the game of golf a femininity that pulls away from the idea of golf, and spots and general, being male areas. From there I wanted the viewer to look at the game itself. They should watch this game to see these qualities. They should watch this game to see female athelets.
Research
When concepting how I wanted this campaign to feel, I tried hearing 3 speaking voices. I listen to one who was talking to a male audience, one talking to a female audience, and one talking just about the competition. With this I was able to see many different directions it could do. I decided to speak to women, as golf, and many sports, are known to be more male dominated areas, and I wanted to bring in more diverse viewers.
Digital OOH Board, Times Square, NYC
A Women's Game
Streaming :15
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