Hyundai – The Women’s Game, campaign for FIFA Women’s World Cup France 2019

Hyundai Motor Company, an official automotive partner of FIFA, stages a special exhibition on the history of women’s football during the FIFA Women’s World Cup France 2019. Seated at the Jardin Nelson Mandela in Les Halles, a shopping district in the center of Paris with hundreds of thousands of daily passersby, this special exhibition, now known as The Women’s Game, is to take visitors on an enchanting journey through the long history of women’s football. First opened on June 15, the exhibition will be on temporary set-up until July 7, with free admissions offered from 10 am to 8 pm.

Women’s dignity and equal rights have long been the interests of Hyundai. When Saudi women were first granted the right to drive, Hyundai was at the forefront celebrating this momentous change with its #WhatsNext campaign. Its long-held support for women is now to come to life in Paris where the eighth edition of FIFA Women’s World Cup is taking place.

FWWC: The Women’s Game:

True passion breaks barriers. FIFA World Football Museum presented by Hyundai

The game as we know today did not certainly rise out of the blue. The survival of women football was continuously menaced by marginalization and bans around the world, social obstacles and prejudices, putting women footballer’s passion and talent to the toughest test. Yet, these women, instead of succumbing to the challenges, went the full distance, enduring rejections and hardships to welcome the launch of this year’s FIFA Women’s World Cup in France.
The FIFA World Cup Museum presented by Hyundai will be an epitome of such “True Passion”. Taking visitors on a unique journey of women’s football history, Hyundai intends to uncover the countless stories of women footballers whose incredible resilience, strong will to play and continuous struggle for acceptance overpowered the immense social challenges lying ahead.
The exhibition is divided into three chapters: the history before the first Women’s World Cup in 1991, the history of the FIFA Women’s World Cups from 1991 to 2015 and the current tournament in France. Visitors can see in each chapter unique and original artifacts featuring fascinating stories, as well as official uniforms of the 24 national teams participating in the competition this year.

One of the highlights of the exhibition is the three most important trophies in the history of women’s football. Visitors will be able to see with their own eyes the current FIFA Women’s World Cup Trophy as well as one of the two versions of the trophy made in 1991 and presented at the first two Women’s World Cups. Unfortunately, the other version of the cup was stolen in 1997 and has not been found to this day. The ‘Golden Angel’ trophy is also on display, giving visitors the opportunity to have a glimpse at the prize awarded in the first unofficial Women’s World Championship in 1970 that turned out to be a landmark success.

The trail-blazing journey then takes visitors to the special program that visualizes ‘True Passion’ – a portrait of the legendary female footballer, Mia Hamm, painted by Rachel Gadsden, the UK artist with visual impairment. The two women, although they work in completely different disciplines, pursued true passion throughout their careers by overcoming their inherent health conditions. Mia Hamm, born with a clubfoot, grew into a legendary football player with her unending passion for football. Rachel Gadsden continues to work across the mainstream to capture the human essence in her works despite her chronic lung condition.
Wonhong Cho, Executive Vice-President and Chief Marketing Officer of Hyundai Motor, said, “Throughout the FIFA Women’s World Cup France 2019, Hyundai Motor has incorporated its long-held support for women’s dignity and equal rights into the True Passion campaign. We will put more efforts to grow as a company dedicated to strengthening women’s capabilities all around the world.”

Marcio Fazzone, the Managing Director of the FIFA World Football Museum added, “We are honored and proud to present the exciting history of women’s football by bringing the FIFA World Football Museum to Paris during the FIFA Women’s World Cup France 2019, thanks to our esteemed partner Hyundai. Our anticipation of the tournament is as great as our enthusiasm for showing fascinating objects and telling great stories, some of which are not yet widely known.”
Meanwhile, Hyundai Motor also championed its vision of ‘clean mobility’ with the museum’s exterior. The exterior was made with automotive airbag material that will be upcycled into eco-friendly products for distribution to the local community once the exhibition ends. Hyundai Motor has been at the forefront of realizing sustainability management, devising various ways to recycle byproducts from the manufacturing processes.

Credits and Contributors of the FIFA World Cup Museum presented by Hyundai
Organizer and Design: Hyundai Motor Company
Content and Curation: FIFA World Football Museum
Project Management: INNOCEAN Worldwide
Realization: TRIAD Berlin

Tags:
Football Museum, Hyundai Motor, FIFA World Cup Museum, INNOCEAN Worldwide, FIFA World Football Museum, FIFA Women’s World Cup, FIFA Women’s World Cup 2019, Saudi women driver