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The Challenge
How do you change perceptions of a male-dominated sport and embolden and enable more women to take it up and get behind it?
Extreme-E is the world’s first gender equal racing series. It’s also the first sport built out of concern for the climate crisis. The series’ goal is to use off-road electric racing to highlight remote environments under threat from climate change.
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The Brief
Following the adage “you can’t be what you can’t see” we created a film to showcase Extreme-E’s movement towards embracing equal rights in the industry, to inspire the next generation of drivers.
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insights
The film launched on International Women’s Day, to garner more support for the sport and their environmental and social goals.
nuevo value
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Nuevo worked with Extreme-E to shape the narrative, script and edit the campaign.
The footage included women across their race series talking about their experience as a female racing driver in a male-dominated world and Extreme-E’s role in changing the norm, empowering women and encouraging aspiring athletes at the grassroots.
results
Extreme-E’s campaign went viral across their social channels with impressions 3x above industry average. The overarching message resonated with a new audience, encouraged young women worldwide and challenged stereotypes in racing sports.
"We had a very positive experience working with Nuevo. They pulled together something incredible and highly emotive to celebrate International Women's Day, which was also our equal gender sporting format announcement. Nuevo are a great team that works extremely quickly. They understand the ethos of the Extreme E series. It was important to work with a creative company that aligns with our core values around sustainability and purpose."