The One Show

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2023 One Show - Creative Use of Data

How to Stop Sweden

Agency ABBY.WORLD / Stockholm + ADIDAS




Annual ID


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 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, 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



ABBY.WORLD / Stockholm

Client / Brand


Production Company

Flickorna Larsson

Art Director

Adam Radi


Philip Westman

Creative Director

Oskar Hellqvist


Peter Danroth

Executive Producer

Amanda Nordlöw

account director

Sofia Heinig

Brand Communication Manager

Annahita Mojarrad

Client director

Mandarva Stenborg

Content Director

Jonas Eriksson


Viktor Kumlin

Editor, Animation & Design

Lukas Andersson


Max Strömberg

Music & Sound Design

Lukas Andersson


Tove Nilsson

Senior Brand Communication & PR

Henrik Hallberg

Web Developer

Peter Simonsson

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