BEST YOUNG CREATIVE OF 2022-2023
BY ART DIRECTORS CLUB OF EUROPE
FINNISH FOOTBALL ASSOCIATION
"Brand Renewal"
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 mark its new strategy, we renamed the Finnish Women’s League as the National League, making it the first women’s league globally without “women” in its name.
We spread the new brand through PR and sent football scarves to political leaders, sports influencers, and footballers for social visibility.
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
