#GirlsWeAreWithYou
Brand campaign for Poland with famous football players Ewa Pajor and Kasia Kiedrzynek - VfL Wolfsburg - and Sylwia Matysik - Bayer Leverkusen - to build up on the unique sports rights covering the most important football women's leagues in Europe.
The creative concept builds on the local truth about the biased perception of girls playing football and being feminine. We create take a stand through the brand's tone of voice and beliefs and bring awareness by playing with humorous messages that the well-known players deliver to bring attention and shift the judgement linking women's football and a girl's idealized daily life.
Brand and design assets keep here a supporting role, strong enough to bind the girls and messages to the brand, and Viaplay gradient colour is used to create Viaplay's dream team. Tagline-Hastag supports as a popular football song is refined to embrace the new generation of players.
This is our girl's night out. #GirlsWeAreWithYou
These are my high heels. #GirlsWeAreWithYou
This is my makeup. #GirlsWeAreWithYou
My outfit for this evening. #GirlsWeAreWithYou
CREDITS
Football players: Ewa Pajor / Sylwia Matysik / Kasia Kiedrzynek
Agency: Freundschaft
Agency Creative Director: Marcin Mroczek
Agency Account Director / Manager: Marcela Chelstowska / Joanna Nowak
Production: Studio Melon
Photography: Iza Grzybowska
Viaplay: Tanja Lodberg / Joshua Hertz
