In January 2015 #ThisGirlCan dropped. The campaign for Sport England features real women. OK ‘real women’ is a fairly overused phrase in anything to do with body image, but when we say real here, we mean they’re actually real.
'This Girl Can celebrates the active women everywhere who are doing their thing no matter how they do it, how they look or even how sweaty they get.'
Team New Blood met the team behind it – Copywriter Simon Cenamor, Art Director Ray Chan and Strategist Nicola Willison from agency FCB Inferno – to quiz them about the process and how they arrived at the all-important insight that's causing such a buzz.