UEFA

— Case Study: Mixed-media campaign inspires a new generation

UEFA’s ground-breaking campaign, Together #WePlayStrong, aims to transform perceptions of women’s football and encourage girls to take up and continue playing the game.

International locations used

Football pitches and stadiums

Amateur and professional footballers


Their Challenge

UEFA & FCB Inferno approached Nexus to create a campaign targeted at girls by highlighting the skills, friendships and confidence the game brings.

UEFA weplaystrong Nexus girl Kibwe Tavares

UEFA weplaystrong Nexus girl Kibwe Tavares

UEFA weplaystrong Nexus girl Kibwe Tavares


Our Approach

Director Kibwe Tavares developed a cohesive mixed-media approach that follows the lead character’s growth in confidence as she joins a football team.

A challenging production involving pan-European casting featuring both beginner and professional players and a nine day shoot in Poland, London and Portugal led to an electrifying TV spot. Artists used Tiltbrush and HTC Vive to sketch out the wings for a handcrafted feel; these assets were used across the print campaign and inspired the stickers and symbols used for social.


The Impact

The film’s positive message was acknowledged across the world and its significance was supported by positive conversation on social media whilst also receiving praise from a high profile audience.

The commercial was played out to an audience of 200 million people during UEFA Champion’s League Final – the biggest broadcast audience in the world and watched by more than five million people online in the first week alone.

The film’s aspiring and emotive feel also generated high engagement from the audience with 60,000 click-throughs to the site.

UEFA weplaystrong Nexus tweet Kibwe Tavares

UEFA weplaystrong Nexus tweet Kibwe Tavares

UEFA weplaystrong Nexus tweet Kibwe Tavares


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