Chamari Athapaththu, captain of the Sri Lanka Women’s Cricket Team, has launched a campaign in association with Red Bull. Conceptualised by Magic Mango, it tells the tale of how grown-up girls in Sri Lanka are expected to follow the rules imposed upon them by their families and society.
The film in colloquial vernacular titled #BigGirlsCan showcases 'big girls' doing most things that they're forbidden from doing in Sri Lanka, like playing a sport or riding a bicycle, to name a few. It features Athapaththu as the protagonist, who reminisces about her childhood where her parents never forced her to live up to the expectations of society, which she claims helped her become a 'big girl' in the cricket world.
Rinesh Jayaratne, brand lead, Magic Mango, said, “We have all seen many women empowerment movements around the world, but what truly inspired us as Sri Lankans was that it came to life because of a truly-local insight. We all know of girls who faced these issues while growing up and believe it is time to change."
Agency: Magic Mango
Lead creative and copywriter: Nalin Yapa
Creative director: Andrew Ebell
Associate creative director: Channa Gorokgahagoda
Creative group head: Nilantha Wijeyakumar
Art director: Tahiri Perera
Brand lead: Rinesh Jayaratne
Planner: Sagar Hiranand
Agency producers: Dinesh Maheswaran, Thilum Wanniarachchi
Production: Sky Entertainers
Director: Thameera Kariyawasam
Executive producer: Rasitha Jinadasa
Producer: Neil Pereira