The BBC's BAFTA award-winning creative agency is behind a new film celebrating women in sport. Directed by Stink's Judith Veenendaal, it sets us up nicely for an incredible summer of games to enjoy on the BBC.
Launched during the Women's FA Cup final on BBC One, the one-minute 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.
It takes us on a journey, featuring women selling out Wembley and impressing audiences on Centre Court to those inspiring a nation with their talent and sporting prowess. One such star of the campaign is Simone Magill, a Northern Ireland football player. "It's great to feature alongside such extraordinary, inspirational female athletes who certainly know their place," she says.
Director Judith Veenendaal adds: "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."
The BBC says it's had 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 sports content this year, including the UEFA Women's Euros, Wimbledon, European World Athletics Championships, Commonwealth Games and The Hundred.
"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," says Barbara Slater, director of BBC Sport. "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.