See Her Greatness

Women make up 40% of athletes, but they get less than 10% of the sports media coverage. As the automaker with the largest percentage of women owners, and longtime sponsors of the National Collegiate Athletics Association (NCAA), Buick decided to do something about it. But how could Buick get people to want to watch women’s sports? Leo Burnett Detroit created a campaign featuring the greatest moments in women’s sports – without showing them. Instead, the team crafted an immersive audio experience that made people want to see the plays, and simply displayed a QR code that people could scan to watch the videos.