4: AMBIENT AND EXPERIENTIAL (Experiential)
Football Forevher - Coca-Cola
|Title of Entry:||Football Forevher|
|Entrant Company:||Isobar Sweden|
|Creative Agency:||Isobar Sweden|
|Craft Leader(s):||Henrik Eriksson|
|Creative Director:||Henrik Eriksson|
|Art Director:||Erik Olsson|
|Designer:||Emelie Dahl, Anna Strömberg|
|Account Executive:||Helena Skarle|
|Account Manager:||Elina Gustafsson|
|Date of Release:||2019-05-29|
|Notes:||Men in football are constantly idolized. Throughout history, a dozen male players have had a statue raised in their honor in Sweden. That number for women? 0. Even though the women’s national team has fared much better than their male counterparts in competitions.
During last year's World Cup, Coca-Cola wanted to show its engagement on gender equality in Swedish football and turned four top players of the national team into symbols for equality in Sweden. The first female players in Sweden to have a statue raised in their honor.
During the summer of 2019, another statue was making headlines when the construction and location of world famous player Zlatan Ibrahimović’s statue were debated. We wanted to (and did) beat him to the punch and we made the conversation revolve around gender inequality in the sport instead of the accomplishments of yet another male player.
With the initiative Football Forevher, Coca-Cola created a physical meeting with football fans of all ages, that reached far beyond Sweden's borders. We carried out a traveling exhibition during the summer and fall, to give as many people as possible the chance to interact with the statues. They made appearances at several locations around the country, including arenas and big sports events. Each player´s statue made a longer visit to her hometown, before being reunited as part of the permanent exhibition at Helsingborg Sports Museum.
|Other Credits:||PR-specialist: Rebecka Källquist|
|Other Credits:||Sociala medier-specialist: Eric Hahne|
|Other Credits:||Strategist: Daniel Björklund|
|Other Credits:||Planner: Frida Wadsby|
|Other Credits:||Designer: Emelie Dahl, Anna Strömberg|
|Other Credits:||Production company: Slutet, Goodbye Kansas Studios, Fixas|
|Other Credits:||Motion designer: Rasmus Wimby|