Surfing is synonymous with Australians, but the sport has a big problem:

1 in 3 surfers are women, but only 10% of junior competitors are female (AusSport, 2021).

As fairly passive sponsors of Surfing Australia, we saw an opportunity for Hyundai to do something about the problem. And we turned to Australia’s biggest grassroots surfing event series to fight sexism with data.

By connecting live competition data from Australia’s largest junior surfing events, Hyundai created the first-ever women’s national ranking to give every athlete a profile based on their scores in the waves. The better they performed, the bigger their exposure in the media.

The Top 5 surfers made “Team Electric”, Hyundai’s sponsorship team, who’d get expert coaching, support and the exposure needed to make it to the top.

• Clio Sport, 2023 | Silver | She’s Electric, Creative Use of Data.

• Clio Sport, 2023 | Shortlist | She’s Electric, Partnerships and Sponsorships.

• AdNews, 2024 | Gold | She’s Electric, Brand Sponsorship

• Caples, 2023 | Shortlist| She’s Electric, Creative use of data.

• Caples, 2023 | Shortlist| Integrated.

• B&T Awards 2023 | Shortlist| She’s Electric, Best Use of Sponsorship, 2023.

• B&T Awards 2023 | Shortlist| She’s Electric, Best Ad Campaign.