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Marketing and Sponsorship

UEFA Launches Pan-European Campaign Promoting Women's Game

UEFA kicked off its first pan-European campaign for women's football, #WePlayStrong, "in a bid to make the beautiful game the number one sport for women across all 55 of its member nations," according to Simon Gwynn of CAMPAIGN LIVE. A 90-second film, created by FCB Inferno, launched online on Wednesday and will debut on TV on Thursday during the UEFA Women’s Champions League final, which takes places in Cardiff between French sides Olympique Lyonnais and Paris St. Germain, two days before the men’s final in the same city. It will be shown on UEFA’s broadcasting partner channels in each of the 55 member countries. The film was created by FCB Inferno Group Creative Dir Elspeth Lynn, with copywriter Sarah Lefkowith. It was directed by Kibwe Tavares through Nexus Studios, "features animation created in Google Tilt Brush by Factory Fifteen" and is soundtracked by "Swipe It Off" by Leo Justi and Brazzabelle. At "the heart of the campaign is an aim of turning around the problem of girls who give up playing football between the ages of 12 to 14." It also "aims to transform the image of the women’s game, including among men and boys, and to drive spectator numbers and, following this, commercial support" (CAMPAIGN LIVE, 5/31).

CHANGING 'UNCOOL' IMAGE:  THE DRUM's Jennifer Faull reported UEFA admitted that it has "perhaps been slow to act." Only this year did it "make a commitment to double participation in women’s football as well as double the number of fans." UEFA Head of Marketing Activities & Sponsorship Peter Willems said, "It's more than time for UEFA to dive deeply into women's football. The time is right -- there is a movement for gender equality. Although we didn’t want to take advantage of that wave, we’ll surf on it." Set to a "punchy" song, the #WePlayStrong ad will "likely" draw comparisons to "This Girl Can." The creative agency "behind Sport England’s highly praised push to get more women exercising" also worked with UEFA on the #WePlayStrong idea. FCB Inferno Managing Dir Sharon Jiggins said that while inspiration was taken from "This Girl Can" and the use of real women, sweating and playing sport, the idea for this campaign was "very much rooted in showing girls coming together to play and the confidence that comes with it." Jiggins said, "Our creative approach is to challenge current prejudices of the game by showing how cool girls’ football really is. Featuring a cast of girls from grassroots level to Sporting Lisbon’s professional team, we wanted to showcase brilliant skills and the sense of togetherness girls get from the game on and off the pitch" (THE DRUM, 5/31).

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