Creative concept for a Juventus campaign focused on female inclusion in football.

Challenge

The challenge was to address a sensitive topic through symbolic, indirect language, using the 'whistle' as a metaphor connecting refereeing and catcalling. The concept needed to be powerful, respectful, and immediately clear.

Objective

Deliver a concise message about respect and professional recognition for women in football. The payoff 'The only whistle that matters is the referee’s' captured the essence.

Output

Development of the concept purchased by the brand. Even without full production, it established a strong creative direction for future communication.