Women's World Cup 

After noticing that the Women's World Cup Finals was not receiving the press or attention they deserved, we decided to take the press and buzz the Protein World ads were getting for their negative portrayal of women, and use them to flip the script and promote the World Cup. 

So, we took over Union Square and by placing a few stickers over the original ads, altered the message from the cliche "Beach Body" line, to one of female empowerment—prompting people to support real women during the World Cup Finals. 

And, people seemed to like it:

Telegraph

http://bit.ly/1NL7w8M

The Independant

http://ind.pn/1Fbl7aB

Huffington Post UK

http://huff.to/1KvYzND

The Drum

http://bit.ly/1SoYfop

Brand Republic

http://bit.ly/1Kv9RTb

AdWeek

http://bit.ly/1HKhRUj