Creative Lead

COPA90 teamed up with adidas x Common Goal to launch a fame-driven activation around the Official Match Ball of the FIFA World Cup Qatar 2022 to drive gender equity for both halves of the game.

Only 14% of Gen Z men's World Cup fans also commit to supporting and watching the Women's World Cup. So using the Men’s World Cup as a launchpad, we created the Half Ball.

 

The Half Ball signifies the 50% of football fans are yet to access and enjoy by supporting and evolving the women’s game. It appeared inside the stadium during the World Cup Final, “the game has two halves” became the centre of conversation amongst leading advocates of the Women’s game, the Half Ball featured on the largest external 360 degree screen in the world and received global coverage from multiple markets – all in support of adidas x Common Goal’s pledge towards gender equity in football.