The Brief
In 2024, England Football are holding their third annual '#LetGirlsPlay Biggest Ever Football Session' on International Women's Day. The aim of this event is to get as many girls as possible playing football on the same day. The activation has gone from strength to strength with 2023 recording 285,000 girls taking part. The FA want to continue to break records and make the 2024 event the biggest since it's launch.
We were tasked with evolving the campaign styles of previous years. Making sure the designs communicated fun football and an event not to be missed. This was to be a long campaign so the look needed to be something which could grow and develop, starting from an initial 'hero' asset and continuing to tell their story in fresh and exciting ways.
Role: Lead Designer
Application: Campaign Design and Rollout
The brief required us to evolve designs from previous years, but also be considerate of the fact that this was a seven month long campaign so it needed to be able to develop as the date for the event got closer.
The approach was to create simple core assets which could then be used across a variety of designs. This also meant that any designer picking up the campaign could easily see the commonalities in the designs and accurately execute the next stages.
The result was a bold and dynamic design which helped the event reach it's largest number of participants, an estimated 400,000 girls taking part.
