2017 Glass: The Award for Change

#INYOURNAME

Short List
ClientADIDAS AND THE SWEDISH FOOTBALL ASSOCIATION (SVFF)
Category A01. Glass
Title#INYOURNAME
Product/ServiceSWEDISH WOMEN NATIONAL FOOTBALL TEAM JERSEY
Entrant EDELMAN DEPORTIVO Stockholm, SWEDEN
Idea Creation EDELMAN DEPORTIVO Stockholm, SWEDEN
PR EDELMAN DEPORTIVO Stockholm, SWEDEN
Production EDELMAN DEPORTIVO Stockholm, SWEDEN
Credits
Name Company Position
Sandra Essesjö adidas
Ninos Icho adidas
Anders Goding adidas
Daniel Eiderbäck adidas
Hanna Leback SvFF
Niklas Bodell SvFF

Creative Execution

#InYourName. To inspire the younger generation, the Swedish national team did something never done before in the history of national football. They swapped their names on the national team jersey’s for motivational tweets, hand picked by the players themselves. So instead of highlighting their own names, they fronted a sponsor led initiative in the name of all the football playing girls that are starved on female inspiration and attention for their sport. We unveiled the new jersey at Algarve Cup, just a week before International Women’s day, in front of sport media from all over the world. We made a Swedish and global media outreach. The tweets chosen were from influential female role models who also tweeted about the jerseys, spreading within influencers of our target group. On International Women’s day, anyone could post a quote on interactive jerseys that we premiered at the Central Station in Stockholm.

The female football players provided an engaging message, reaching +1 billion people with almost 100 percent presence of adidas, in text, image or both. Of the publicity, 90% was positive and 5% neutral. The Guardian even made their own “case study film” on Facebook, with 2,5M views, 25K shares and hundreds of comments. Our target audience embraced the campaign with pride. 83 percent of the people who have seen the initiative can now find a role model within the female team and 76 percent find the jersey to be a symbol of pride. Or, to quote a young football playing girl: “Thank you for the inspiration and commitment for women's right within sports, even for women overall.” The jerseys sold out during the first week, Adidas brand loyalty and preference increased by 16 points and feeling pride when wearing adidas increased with 22 points amongst the audience.

Six out of ten swedes can’t name a single female footballer and half of all the Swedish football playing girls consider quitting. And where would they find the strength to hang in there, when not getting the same inspiration as the boys do? The lack of inspirational role models is a threat to the national team, who risk losing great talent. Our strategy was to use female role models, women who never back down, and bring them with us out on the football pitch to cast a light on this important issue – and bring inspiration to the football playing girls in need of it.