Coca-Cola

Football Forevher

Background

Coca-Cola is an official partner to the Swedish national football teams, in 2019 during the women's world cup they decided to take a stand against gender inequality in football.

In Swedish sports, female professional athletes get 20% of the sponsorship money and 20% of the media coverage, compared to men. And in football, it's even less.

Insight

Increased visibility in media is essential to drive positive change concerning equality in football. Attracting public interest and sponsorship investments. Giving female players the same status and career opportunities as men.

Solution

Today men in football are constantly idolized. Numerous male football players in Sweden have been honored with a statue for their achievements. And even though the female national football team has a far better track record than the men, the number of statues of women is zero.

Until now.

In 2019 four female professional football players of the Swedish national football team were turned into living symbols for gender equality.

Hedvig Lindahl, Kosovare Asslani, Caroline Seger and Nilla Fischer were immortalized and placed in their hometowns in Sweden. Giving them the stardom they fully deserve. As beacons of hope for a younger generation of female players. 

The statues were revealed during the press conference of the national teams opening match in the World cup of 2019.

Result

The story has been picked up by basically every national media outlet. And been covered by international press including The New York Times, The Guardian, Reuters, and Eurosport.

As a part of the initiative, we made a TVC. Highlighting the importance of role models for young women pursuing football. Empowering them to never give up on their dreams.

The TVC uses Nilla Fischer's both celebrated and criticized speech from Fotbollsglan as a voice-over.