MUSE Gold

2022

Pony Malta - SHE FC

Entrant Company

Anheuser-Busch InBev

Category

Strategic Program - Comm / Marketing Campaign

Client's Name

Country / Region

United States

Over the past few years, women’s sports and athletes have gained international attention for their fight against the unfair treatment that exists compared to their male counterparts. Women’s soccer – in particular – has sparked ongoing debates around gender equality, from amateur leagues to the pro level.



In view of such conflict, Pony Malta – one of Colombia’s most recognized non-alcoholic beverage brands from ABInBev empowering girls and teens to bring out their best and a storied sponsor of esports – felt called to join the fight.



The Pony Malta team uncovered that FIFA Pro Clubs, the mode in the popular FIFA 2021 game allowing every player to create their own avatar, only allowed male personification.



No female avatars in sight.



Upset over the lack of female representation, Pony Malta found a way to “hack” this mode. Using the male personification tools, the team made their own avatars with softer male facial features and created the first women’s club in career mode, unleashing these players in pro-mode in the game.

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