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BEST YOUNG CREATIVE OF 2022-2023
BY ART DIRECTORS CLUB OF EUROPE
FINNISH FA & NIKE
2021
"THE EQUAL KIT"
MY ROLE
Creative concept
Creative content strategy
PROBLEM
The Finnish FA wanted to inspire more girls from minority backgrounds to join football, while promoting their strategic focus on equality, diversity, and inclusivity.
SOLUTION
In partnership with Nike, we donated sports hijabs to any junior who wanted one—a simple, impactful gesture showing that football is for everyone, sure to capture global attention.
RESULTS
Over 300 million people reached through earned media. From BBC to CNN and Al Jazeera.
New girl players in Finland increased by 9.5% and the concept extended to the English FA.
Wide discussion on social media = We managed to show that Finnish FA stands for equality.
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