Liverpool FC

[English Premier League soccer club]

Led brand strategy and creative development for Standard Chartered’s Play On campaign in partnership with Liverpool FC, spotlighting gender inequality in sports and girls’ early dropout from athletics. Using the club’s global platform, the campaign featured elite male players delivering the real words of girls who left sports, reframing male athletes as allies and sparking global conversation.

Launched in 2023, Play On became a multi-year, purpose-driven campaign driving awareness and cultural change at scale.