Breaking the taboo around poverty in amateur football

Did you know that 1 out of 11 kids can’t afford to play football at a club? That isn’t just a number, that’s a teammate. In this campaign, we honor the diverse roles of all players in a team: from the fastest striker and the immovable stopper, to the bench warmer with the biggest mouth; showing that the team cannot function without any one of them.

ING, financial institution and proud sponsor of Dutch football, helps parents by appointing financial contacts at their local clubs. They guide parents to funds so their child won’t be permanently benched. We focused on the joy of the game instead of dramatising the problem to reduce the barriers for people to reach out.

We created awareness for this issue during the Women's European Championship, through a 360 campaign.

Client: ING
Agency: Wefilm
Awards : Winner Sponsorring