BEST YOUNG CREATIVE OF 2022-2023
BY ART DIRECTORS CLUB OF EUROPE
FINNISH FA & NIKE
2021
"THE EQUAL KIT"
MY ROLE
Creative concept design
Creative content strategy
PROBLEM
Finnish FA and their women's top division, National League wanted to encourage more girls from minority backgrounds to start football.
And at the same time, the National League wanted to communicate about their strategic cornerstones:
Equality, diversity and inclusivity.
SOLUTION
We teamed up with Nike and donated sports hijabs to all juniors who wanted one.
Small act, with big meaning and concrete way to show that football belongs to everyone.
We knew this would spark the attention of the world.
RESULTS
Over 300 million people reached through earned media. From BBC to CNN and Al Jazeera.
New girl players in Finland have grown 9.5% after this campaign.
The concept spread to England FA.
Wide discussion on social media = We managed to show that Finnish FA stands for equality.
