Business+Design brings women to the ball for Otto's

The retail company Otto's is riding the football wave, but is focusing on the female perspective: with the slogan "Women on the ball" and net-stockinged legs including high heels, Otto's wants to introduce the ladies to the most important rules of football. The campaign developed by the Balsthal-based agency Business+Design comprises posters, a TV commercial, an online game and a pocket guide. The latter summarizes the 17 most important football rules in handbag format. Scholarly women - who may even be able to memorize the offside rule - can practice scoring goals at the click of a mouse and take part in a competition. The ad, which has been running since Monday, also focuses on the aesthetics of fishnet stockings and high-heeled boots in combination with a football. According to the press release, the "Women on the ball" campaign is not just a Euro 08 project, but will also be seen after the major event.