Making the absence of girls in sport impossible to ignore.

Tiebreaker led strategy and creative for The Empty Stall, the next chapter of Dove and AFC Toronto’s partnership to help keep girls confident and in the game.

The idea centred on a simple, powerful gesture: leaving one locker stall empty at BMO Field. Surrounded by professional players who stayed in sport, it represented the girls who leave because of low body confidence, and the friendships, belonging and possibility they leave behind.

Athlete storytelling gave that absence a personal counterpoint. AFC Toronto players celebrated the family members, coaches and teammates who helped them keep playing, showing the difference one person can make in a girl’s relationship with sport.

The story extended across photography, video, social and custom warm-up kits. Each kit paired childhood images of the players with a clean white half carrying Dove’s “Keep Her Confident” message, while naming someone who helped that athlete stay in the game. Explore the campaign.

Featured in Little Black Book, Strategy Online, and more, The Empty Stall turned an overlooked absence into a visible invitation: be the reason a girl keeps playing.