Protein World's Woman's World Cup

After realizing the US Women's Soccer team made it to the World Cup Finals—and yet no one was talking about it, we decided to borrow from a campaign promoting a negative message towards women and turn it into a positive one.

At 1AM, we struck.

We took over Union Square by placing poster adhesives over the Protein World OOH—altering the message from the cliche "Beach Body" line, to one of female empowerment.

And people seemed to like it:

Telegraph

http://bit.ly/1NL7w8M

The Independant

http://ind.pn/1Fbl7aB

Huffington Post UK

http://huff.to/1KvYzND

My partner and I offered this idea to our CD as a "Culture Vultures" project while working at BBH. The same night, we printed signs to post in Union Square, photograph the results and the next morning created a microsite for the photos and press to live.