The One Show
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Category
Storytelling
Annual ID
OS23_CU011B
About the Work
When Euro 2022 was coming up, the Swedish football team was ranked second in the entire world. Despite that, the players were still often viewed and talked about as women playing football, rather than outstanding athletes. Adidas Sweden, the team’s official sponsor, has a history of pushing for equality within the sport and did not want this campaign to be an exception. We wanted to shift focus from gender, to performance.
With help from Swedish match analyst, Anders Eriksson, we gathered all essential player- and team data. From ball progression, shots, penalty area deliveries and recoveries to crosses, shot assists and dribbles in final thirds. The data was turned into an extensive guide on how to best stop Sweden. Printed on the jersey tag and published on howtostopsweden.com. We even gave our opponents real-time advice during the games on the LED signs surrounding the field, and the players published their individual data on their social media.
The campaign reached 455 million people and the site, howtostopsweden.com exceeded expectations with its 60 000+ visitors. The result was 2,4 interactions with data giving them detailed facts about a world-class team and its players.
Showing off the data instead of keeping it a secret helped us highlight what really mattered and the campaign was discussed far beyond Swedish borders. As the largest news- and evening papers wrote columns pushing the campaign message, the conversation was not one about women’s football, but about world-class athletes and their performance. Finally.
2023 Awards
Total Points: 9
Bronze Pencil
Credits
Agency
ABBY.WORLD / Stockholm
Client / Brand
Adidas
Production Company
Flickorna Larsson
Art Director
Adam Radi
Copywriter
Philip Westman
Creative Director
Oskar Hellqvist
Designer
Peter Danroth
Executive Producer
Amanda Nordlöw
account director
Sofia Heinig
Brand Communication Manager
Annahita Mojarrad
Client director
Mandarva Stenborg
Content Director
Jonas Eriksson
DoP
Viktor Kumlin
Editor, Animation & Design
Lukas Andersson
Grade
Max Strömberg
Music & Sound Design
Lukas Andersson
PR-specialist
Tove Nilsson
Senior Brand Communication & PR
Henrik Hallberg
Web Developer
Peter Simonsson
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