WORK: UEFA releases powerful ad promoting women’s football

UEFA has created a pan-European ad campaign to promote women’s football and encourage teenage girls to begin playing the game. As well as showing the joy of the beautiful game, the spot puts much emphasis on the social aspects of being part of a team, and how playing sport can build confidence (shown through subtle animated aspects that evolve over the ad). Created by FCB Inferno, the agency behind This Girl Can, it will be interesting to see if it’s a similar success story in attracting women and girls into sport. Agency: FCB Inferno; Group creative director: Elspeth Lynn; Copywriter: Sarah Lefkowith; Director: Kibwe Tavares; Production company: Nexus Studios; Animation company: Factory Fifteen