GE Appliances: What's on the Line

Overview

GE Appliances partnered with Canadian Women's Soccer to launch What's on the Line, a campaign focused on raising awareness and support for the future of women's soccer in Canada.

The campaign invited fans to share why the sport mattered to them by creating a custom t-shirt featuring their personal message. These submissions became part of a growing digital movement, encouraging more people to show their support both online and in their communities.

In-person activation showcasing the messages of support (Image Source: Newswire)

The Challenge

The campaign needed a responsive digital experience that could inspire participation while supporting a broader marketing campaign across billboards, social media, and live activations.

The websites role was to:

• Communicate the campaign's purpose and impact
• Make creating a custom t-shirt simple and engaging
• Encourage users to share their stories
• Showcase What's on the Line submissions to build momentum and awareness

My Role

I designed the responsive website experience, including:

• Wireframes
• Responsive interface design
• User flow for creating and submitting custom t-shirts
• Collaboration with the broader creative team to ensure the digital experience aligned with the campaign vision

Design

Users were driven to the website via billboards, social media and activations. The experience was centered around a t-shirt creation flow that allowed supporters to cusomize their t-shirt by selecting from a library of illustrations as well as add their own custom message of support for the future of women's soccer.

Results

The campaign successfully transformed supporters into advocates for women's soccer.

The Impact:

• 500+ supporters created and submitted custom t-shirt designs
• The first 400 participants received their custom shirts to wear
• User-generated messages were featured on the website and at live campaign activations, extending awareness beyond the digital experience

THE TEAM
Blake Connolly, Group Account Director
Bobby Martiniello, Creative Director
Gaby Makarewicz, Creative Director
Heather Tuer, Account Supervisor
Lara Goldsmith, UX/UI Designer
Logan Thomlinson, Account Executive
Paul Smiechowicz, Full-stack Developer
Sam Halioua, Senior Project Manager