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Women’s Football Weekend celebrated with CGI landmark takeover

The Barclays Women’s Super League (WSL) and Barclays Women’s Championship have launched a CGI-led, social-first campaign to celebrate the Women’s Football Weekend, which takes place on March 23 and 24.

The campaign creative leverages CGI to takeover renowned British landmarks across the nation, creating a visual spectacle to promote the weekend’s four big derby fixtures.

For Everton vs. Liverpool, a banner is unfurled from the top of Radio City Tower in Liverpool. Manchester City and Manchester United’s distinctive team colours help to decorate two high-rise lockers. Regent Street is decorated with West Ham and Chelsea banners. And, last but not least, The Roker Pier and Lighthouse gets wrapped in a half-and-half scarf for Sunderland vs. Durham.

“Women’s Football Weekend is one of the biggest weekends of the year for our sport and is a great opportunity to showcase the talented teams and players we have in our leagues,” said Nikki Doucet, CEO of Barclays Women’s Super League and Barclays Women’s Championship. “The weekend is a window into the elite level of women’s football, and we hope it draws more people in to engage with the sport going forward.”

The campaign, conceptualised and executed by creative agency WING and digital content studio Little Dot Sport, is part of a concerted effort by the WSL and Women’s Championship to leverage the men’s international break to continue to garner interest in the women’s game, for which it has already been a record-breaking season in terms of attendance.