Sport & Entertainment
Creating a new way to learn football
UEFA PLAYMAKERS
The brief
In 2020, we had the opportunity to challenge the opinion that 'football isn't for girls'.
With global powerhouses UEFA and Disney, we launched a programme that gave girls all over Europe the chance to experience football from the age of 5.
Our role in launching the programme was multi-disciplinary - from brand development, visual identity design, campaign production, global PR plan, toolkits for in-market implementation and finally, at home assets to support participation during the pandemic.
The work
We developed an integrated comms plan to launch the unique partnership on a global stage, by focusing on the power of storytelling and play.
Our PR strategy leveraged research that the programme was founded upon - educating audiences on benefits of play-based learning. We used this channel to lay the groundwork, challenge misconceptions and excite parents and potential participants.
Brand development was then supported by the creation of film content and digital and social assets alongside robust visual identity guidelines and campaign toolkits in multiple languages; ensuring consistency of application when rolled out by National Associations.
