Around the time of the Women's World Cup, my partner and I noticed that women's sports weren't getting the attention they deserved while Protein World's beach body ads were getting more than their fair share. So, we decided to take all the negative press surrounding the beach body ads, and turn them into an opportunity to promote the US Women's Soccer Team.
And at 3AM—we struck. 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 celebrate real, amazing women during the World Cup Finals.
And people seemed to like it:
