Problem
Women’s soccer seems less exciting on TV because there’s a lower production budget, meaning there are fewer camera angles, fewer shots to cut and barely any replays.

Insight
Gender and broadcasting issues mean women’s soccer will never be as popular as the mens.

Solution
We improved the live broadcast by turning fans into camera operators.

During the game, fans connected to Telstra's 5G network and scanned a QR code which linked their smartphone directly to the broadcast room.

With the help of AI, the production team sifted through new footage taken by spectators to fill in the gaps and improve the coverage.

To promote the idea, we released targeted OOH across public transport on routes to the game and around the stadium.

Arnott's Shapes