BEST YOUNG CREATIVE OF 2022-2023
BY ART DIRECTORS CLUB OF EUROPE
FINNISH FOOTBALL ASSOCIATION
2020
"NATIONAL LEAGUE"
MY ROLE
Creative content strategy
PROBLEM
In team sports none of the men's series are named after a gender but all the women's series are.
For example WNBA vs NBA.
Finnish Women Football League had new strategy focusing on equality, inclusivity and professionalism.
How could we communicate about it?
SOLUTION
To highlight its renewed strategy we changed the Finnish Women's League name to National League and thus became the world's first women's football league without the word 'women' in its name.
RESULTS
+22% increase in ticket sales
413 million people reached through PR
+47% increase in press coverage throughout the season
Among multiple industry awards this case won UEFA Grow Awards for best brand development.
<- My childhood hero Figo revealed the victory
