Football is the most popular sport in America. Men’s football, that is. The Dallas Diamonds women’s professional football team came to us because they were having trouble filling the stands. Most people didn’t even know women’s football existed, and those that knew about it didn’t think it was worth watching. These women take the game seriously and they’re good. We needed to build awareness and prove that women’s football isn’t just a novelty. The solution was a series of ads that combined traditional football imagery with distinctly feminine cues.