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After realizing the US Women's Soccer team made it to the World Cup Finals—and yet no one was talking about it, we decided to borrow from a campaign promoting a negative message towards women and turn it into a positive one. Within less than 24-hours of pitching the idea to our CCO, we struck. We took over Union Square by placing poster adhesives over the Protein World OOH—altering the message from the cliche "Beach Body" line, to one of female empowerment.