Pony Malta


Agency: MullenLowe Group


To help women feel represented in FIFA 21, ABInBev’s Pony Malta and MullenLowe SSP3 have created SHE F.C., the first all-female club in the popular video game.
Pony Malta and MullenLowe SSP3 found that in FIFA Pro Clubs and Career Modes – options within FIFA that allow you to create a Virtual Pro player to play international tournaments and be transferred by clubs to make a career out of the game – only male avatars could be created.
To bring attention to this issue, Pony Malta and MullenLowe SSP3 created ‘She F.C.’. the first all-female team in Career Mode to break stereotypes in football. The team has been made by customizing the features on male avatars, and now Pony Malta is inviting people to join the movement and help women feel represented within the game.
On 12th December, prominent gamers in Latin America, alongside two players from the Women’s National Football Team, will play the game live to encourage more women to join ‘She F.C.’. Pony Malta has also launched a petition on Change.Org, asking FIFA creators to change their policies and configuration in order to be more gender inclusive.

This professional campaign titled 'SHE F.C.' was published in Colombia in December, 2020. It was created for the brand: Pony Malta, by ad agency: MullenLowe Group. This Digital medium campaign is related to the Soft Drinks industry and contains 1 media asset. It was submitted over 3 years ago by Senior Global Marketing & Creative Council Manager: Tom Belcher of MullenLowe Group.


Advertising Agency: MullenLowe SSP3, Bogota, Colombia


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