4: AMBIENT AND EXPERIENTIAL (Experiential)

Football Forevher - Soft drinks - Coca-Cola JPG
Football Forevher - Soft drinks - Coca-Cola MP4 2m:00s

Football Forevher - Coca-Cola
Soft drinks

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Football Forevher - Coca-Cola - Soft drinks
Title of Entry: Football Forevher
Brand: Coca-Cola
Product/Service: Soft drinks
Client: Coca-Cola Sweden
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
Copywriter: Paul Martinsson
Sector: 38262
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