Football Forevher

Coca-Cola

​​We made history when we turned four female players of the Swedish national football team into living symbols for equality in football.

Challenge

Making a stand

Coca-Cola, an official partner to the Swedish national football teams, wanted to make a stand for equality in swedish football. In Sweden, professional female athletes only account for 20% of the total share of voice in earned media.

Solution

A commitment made in stone

Research shows that increased visibility in media is essential to drive positive change concerning equality in football. Since no female football player´s ever been given a statue in her honour, we created a news angle that we knew would make headlines, one that not only gave the players visibility but also gave Coca-Cola attention for their initiative and position. Four female players of the Swedish national football team were turned into living symbols for equality in football. Their statues were placed in their hometowns, sparking a nationwide conversation about equality in football that was impossible to shy away from. 
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