What Monica Geuze, the KNVB and football parents teach us about the new generation

Football is still the biggest sport in the Netherlands. But when you look at the numbers, something striking stands out: girls start on average 2.5 years later than boys. That may seem like a small difference, but in practice it means a gap in motor skills, less team feeling, less self-confidence. Yet it's precisely those early years that shape a lasting love for sport.

Together with the KNVB, we set out to lower that barrier. Aimed at girls aged 6 to 12, but just as importantly: at their parents. Because when your daughter says "I want to play football!", you as a parent need to feel like you can support that with full pride.

The challenge: getting girls onto the pitch earlier

The fact that girls start later isn't a coincidence. Many parents, especially those without a football background, still see football as a boys' sport. The barrier is social, cultural, and sometimes just practical. And when you start at 9 while others have been on the pitch since they were 6, it quickly feels like you're behind.

We wanted to do something about that. With recognisable stories, real people, and a tone that doesn't tell you what to do, but shows how fun it is when you join in.

The solution: a campaign that feels like real life

We deliberately chose Monica Geuze as the face of the campaign. Not just because she's well known, but because she's a mother of a daughter who plays football herself. She knows exactly what it feels like to stand on the sidelines on a Saturday, and that makes her story believable. Not playing a role, just being herself.

We shot the photography and the hero video on the same day, at an amateur club. And honestly: it was one of those production days that just clicked. Monica was sharp, the kids were enthusiastic, and our trusted crew (who we now rely on blindly) brought it home. Everyone felt each other out well, few retakes, and yes: the catering was top. Believe me, that's key on a shoot day.

The content: recognition, fun and family feeling

What we wanted to get across isn't complicated: football isn't a boys' sport, it's a family sport. And you see that back in everything. It's the small moments that make the difference: celebrating after a goal, a hand on a shoulder, parents laughing in the stands.

The message is simple but powerful: "Come play football!"

Why this project suits us

At ON A DAILY BASIS we help brands pioneer for a new generation. That sounds big, but it often starts with stories just like this. Stories about recognition, representation, and the feeling of belonging. We believe brands shouldn't just be visible, but also meaningful. And that campaigns only really work when people see themselves in them.

The collaboration with the KNVB on this project was exactly that: relevant, positive, and entirely in line with what we stand for as an agency.