For the Bold in Everyone
Doritos wanted to launch a bold new campaign that challenged stereotypes in sport. The aim was to resonate with the Doritos Gen Z audience by tackling the issues they care about, starting with celebrating female athleticism and visibility in sport, while sparking a national conversation about gender bias in how sporting achievements are recognised.
Lioness Chloe Kelly scored a 68mph penalty, faster than any shot recorded in the men’s league. But only 17% of Brits thought the record was held by a woman. We needed to challenge the bias & challenge assumptions.
We unveiled a 2,774 sq ft mural of the player in the heart of Manchester, where she plays – not just a tribute but a bold statement and visibly rally cry for equality in sport.
The campaign formed part of Doritos broader For the Bold in Everyone platform, a long term commitment to celebrating boldness in every form, the mural was paired with research revealing only 3 of the UK’s 240 sports statue honour women.
By anchoring the story in Chloe’s real-world achievement and the public’s surprising lack of awareness, we created an empowering and provocative narrative that travelled through the line.
