Round 1 of 8: September

ECD at Uncle Unicorn (formerLY CP+B Scandinavia)

Markus Lindsjö has been in advertising for two decades. Over the years he’s been working on big networks agencies like McCann and small independent shops like The Fan Club. For the work, Markus has been richly awarded in both international and national award shows. Markus has spent the last years as Executive Creative Director at Crispin Porter + Bogusky (CP+B Scandinavia). Recently he decided, together with his colleague and CEO Melina Aristiadou, to buy the Swedish offices of CP+B Scandinavia, and form a new independent agency named Uncle Unicorn.

Brief: "WINNERS AND LOSERS"

Football (soccer) is the largest sport in the world. A competition between two teams. A winner, and a loser. Millions of children play football. Millions of children love football. Dreaming about making it one day. To become the next star and take the world by storm.

For most, getting there is nearly impossible. Very few are going to make it, but many will keep grinding and fight hard to try to make that dream come true. Which is beautiful. Possibly even the defining aspect of the sport – making it what it is.

But there’s a big problem. Half of the worlds inhabitants are losers from the start: Girls.

For context, UEFA (Union of European Football) spends 99,8% of their Champions League budget on men’s football. That doesn’t just mean the men essentially get all the money. It also means that the people in charge of it all, make a very public display that they don’t really care about women’s football.

The underlying cause – quite naturally – is financial in nature. Men’s football attracts a much larger audience, putting a much larger pricetag on the TV-rights, merchandise, sponsorships e.t.c. So, as it stands today, it’s hard to argue against putting the bulk of the money towards men’s football. But just 0,2% going to the girls? That’s ludicrous. And it shows that they’re not even trying to change.

But the problem isn’t just in the top ranks. It goes all the way down to regional politicians, football clubs and spectators. And not to forget – the sponsors. Companies choosing to support sports clubs because they hope to make money from that investment.

So, the sponsors are sort of the key here. They’re important for the people as well as the politicians – because they create jobs. If more companies were to sponsor girls’ and women’s football… well, the people would have to start caring. Which means politicians would have to start caring. And that’s a fairly powerful way to make important organizations like UEFA and FIFA to start caring.

Brief: How can we make companies want to sponsor women’s and girls’ football?

For background material, I recommend the film “Football for better or worse” by Inger Molin. A film about FC Rosengård, one of the worlds best football teams.

It’s also possible to see the entire film – which has not yet been internationally released. However, the director has given us permission to watch it. Therefore, the film should under NO circumstances be downloaded and spread further. Please send a mail to yg@uncleunicorn.se for log in details.

Deadline for Round 1: September 30th 2017, 11:59pm Los Angeles time.