How could the smaller co-host of the 2023 FIFA Women’s World Cup generate global attention when they were outshouted by larger host neighbour, and the marketing spend of some of the biggest brands in the
world?

By doing something very, very quiet.

Building a full-sized FIFA pitch in the middle of absolutely nowhere and playing the first game of the World Cup a month before the tournament kicked off.

No crowds, no celebrities, no lights…just the beautiful game, in the most beautiful place on earth.

The quiet approach generated a huge amount of PR noise – over 700 pieces of coverage worldwide, with a 2.5 billion global reach with a $20million earned PR value.