#EqualGame is UEFA’s flagship pan-European campaign showing how everybody has the right to play football, regardless of their ability. The campaign highlighted the diversity that underpins the sport's strength by shining a positive light on the human characters (fans, players, coaches) who love football from all walks of life through powerful storytelling.

The campaign has been ongoing since 2017 and has over 25 film. At the start of the project, I was brought in for the first 8 films to provide creative direction and football knowledge. Working remotely between the agency, client and production company, I provided creative direction on what to shoot, shaped scripts, helped with interviews and provided shot lists/storyboards for the films and interactive web stories.

The #EqualGame campaign has gone on to become of the most visible and successful TV advertising campaigns in world sport in recent years and has won multiple awards, including a Gold Lion at Cannes in 2019. In the same year, UEFA was awarded the prestigious International Olympic Committee Grand Prize at the SPORTEL Awards.

Client
UEFA

Agency
All About Brands

Production
Shoot the Company

Creative Direction
Lee Bonnick