Hyundai / Surfing Australia ‘She’s Electric’
Surfing is synonymous with Australians, but the sport has a big problem: 1 in 3 surfers are women, but only 10% of junior competitors are female. In a sport that also judges professional female surfers on vanity metrics, we established a new way to unearth breakout talent.
We connected live competition data from Australia’s largest junior surfing events into the first women’s national ranking, giving every athlete a profile based on real-time performance-data. The bigger their score in the waves, the bigger their exposure in the media.
Unearthing the future of women’s surfing based on performance - not looks.
‘She’s Electric’ Case Study
Big wave rider Laura Enever fronted the campaign to inspire the next generation of female surfers
‘She’s Electric’ Award Board
‘She’s Electric’ Launch Film
The new data metric we created gave female surfers more exposure, the higher up the leaderboard they climbed
★ Awards
Clio Sport, 2023
Silver in Creative Use of Data
Shortlist for Partnerships & Sponsorships
Ad News Awards, 2023
Winner for Brand Partnership Award
B&T Awards, 2023
Best Use of Sponsorship
B&T Women in Media Awards, 2023
Shortlist in Campaign that Champions Equality
Caples Awards, 2023
Bronze in PR
Shortlist in Creative Use of Data
Shortlist in Integrated Campaign