Agency Network: 
Published/Aired: 
December 2020
Pony Malta: SHE F.C.
Pony Malta: SHE F.C.
Pony Malta Digital Ad - SHE F.C.
Pony Malta Digital Ad - SHE F.C.

Description

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.

Digital advertisement created by MullenLowe Group, Colombia for Pony Malta, within the category: Non-Alcoholic Drinks.

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