22 September 2020

Isobar Sweden - two nominations in Cresta Awards

Our Coca-Cola campaign “Football Forevher” has been nominated in two categories at Cresta Awards: Ambient and Experiental and Brand purpose. The insight behind the idea was that men in football are constantly idolized, and 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. So, 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 of equality. The first female players in Sweden were raised as statues in their honor. At the same time, in the summer of 2019, another statue was making headlines when the construction and location of Zlatan Ibrahimović’s statue were debated. We wanted to (and did) beat him to the punch and made the conversation revolve around gender inequality in the sport, instead of the accomplishments of yet another male player.