Role
Art Direction / Design
Client
Manchester United
Deliverables
Film, social, invites, stadium branding
The Manchester United women's team were invited to take over the men's stadium for a match for the first time in history. As the lead creative on the campaign, I took this as an opportunity to go beyond promoting a game, and as a chance to remind the world about the importance of equalizing sport.
I came up with the tagline and campaign ‘Change the Game’ to highlight the club’s continued commitment towards leading the way in changing perceptions and attitudes towards the women’s game as they continue to pave the way for both their own and future generations.
We kicked off with a manifesto film for social that highlights the feeling of change and equality for both the players as well as the new generation of young footballers- showing that with persistence and breaking the norms, big dreams really can come true.
Through the film, photography and all of the rest of the assets- the goal was also to showcase an absolute takeover of the men's stadium.
SOCIAL
Using the bold imagery showcasing the players, we also created a graphic identity that represented the movement of change and equality in sport. Showing not only the players, but also heroing the women behind the scenes who work at Manchester United and also drive equality to the business behind football.
TAKING OVER OLD TRAFFORD
ADIDAS partnered with us for the campaign to create a hero image for the front of the stadium, building a throne of football boots in which the players ascended upon like the queens that they are.
TICKETING
CHANGE THE GAME x ABBY WAMBACH
The one and only, legendary Abby Wambach, came to Old Trafford to spread the word of 'Change the Game' and further help invite fans to be a part of the big day.
OUTDOOR
GAME DAY
IN THE NEWS
From the faces of the players looming large on banners on the ground’s exterior to the tickets given away at local schools, the club pushed for a turnout that would eclipse the team’s record league crowd of 3,797 at Leigh Sports Village and it did not disappoint.
THE RESULTS
the campaign brought in
20,241
spectators on match day
Man Und went on to spend
£7m
to improve the women's facilities in 2023
Change the Game
continues
to be an ongoing campaign at Manchester United
but there's still a long way to go...
Credits
Art director & designer - Valentina Jacks
Creative director - Andy Ball
Strategy - Julie Ferguson
Video - Isla Crummack & Cliff Briggs
Production company - MOB
Producer - Samuel Parr
