Sydney United Afghan Girls

This is the concept development for a campaign promoting Afghan Girls playing Soccer. The project involved research, copywriting, and concept development. Client: Sydney United Afghan Girls Football Team Auburn’s up and coming football team is for girls who want to prove what they can do. Through Sydney United Afghan Girls Football you can train and compete with other girls, learning skills and building connections along the way. So challenge yourself, kick goals, and make friends doing it. Because you can do it.   Creative Rationale for Main Concept 1: Through appropriating this widely recognisable cultural icon, the “We Can Do It” poster, the imagery of the advertisement invokes its connotation of female empowerment. By dressing the woman in the client’s uniform and displaying the logo, the advertisement associates that connotation with the client’s brand. Additionally, we omitted the trademark “We Can Do It!” headline from the advertisement as the cultural significance of the image is so strong that it implies the headline. As the headline is redundant, including it would arguably weaken rather than strengthen the overall design and message.