Rallying support for women’s sport

The challenge

Despite rising audiences and momentum, women’s sporting events are still poorly catered for across the hospitality sector. Interest is growing, but coverage is inconsistent and often limited to short-term moments.

Greene King challenged us to create a campaign around the Women’s Euros 2025 and the Women’s Rugby World Cup 2025 that would help grow interest in women’s sport beyond the summer.

The approach

With 59% of the UK population already interested in women’s sport, the task was not to manufacture demand, but to remove barriers to participation. The concept needed to build trust over time and position the pub as a genuine third place for fandoms to follow and engage with the women’s game.

We landed on Watch Her(e), a play on a frequently used CTA and a clear, estate-wide commitment to play every minute of every match in every Greene King Pub. For those already following the game, it made keeping up easier. For those yet to discover it, we opened the doors wide. The invitation was clear: Watch Her, here.

Illustration & Animation

To deliver such a powerful and empowering message, we wanted to build excitement visually and invite the audience in. Collaborating with Illustrator Lisa Tegtmeier, we designed a striking character set and graphical language that radiated pride and a sense of belonging. Our Motion Designers transformed the characters into energetic animations, creating a suite of promotional assets for social and in-pub digital POS.

Production

The shoot took place across Manchester in a single day, capturing footage both inside and outside Greene King pubs. In post-production, illustrated characters were layered into the live-action footage, allowing them to move through cityscapes and pub interiors.

Editing focused on pace, carrying characters from shot to shot as they dribbled footballs and threw rugby balls. The final hero video and cutdowns used fast transitions reflective of the rhythm and intensity of the tournament.

The results

Watch Her(e) established Greene King as an active supporter of women’s sport, not just a broadcaster of it. The campaign reframed the pub as a reliable home for women’s tournaments, helping fans know exactly where they could go to catch the action.

By committing estate-wide and backing that commitment with confident creative, Greene King set a new standard for women’s sport advocacy in the hospitality sector. Additionally, Watch Her(e) strengthened brand perception and increased visibility.