ESPN Figure Skating Championships

ESPN Rocks Figure Skating.

For the first time ESPN was going to broadcast the World Figure Skating championship. The problem was very few women watch ESPN, and fewer would think of ESPN as a welcoming place for ladies who like spangley dresses, Vivaldi, and Brian Boitano.

For the championship we created one of the few - if not only - ESPN campaigns that ran exclusively off-channel. Since women were apt to not believe ESPN was for them, we couldn’t believably just say that it was the home for ALL sports - including ice skating. So instead we focused on showing women that We Get It. We understand and respect the sport. We see what they see.

CW: Kristina Slade
AD: Rodrigo Butori
CD: Court Crandall
Director: Gerard de Thames