Ik ga voetballen!
Get more kids, especially girls aged 6 to 12, onto the pitch by reaching parents with real stories and a clear perspective.
We put football mums front and centre, with Monica Geuze as a recognisable role model, and told relatable stories through a hero video and OOH assets.
The campaign visibly puts girls' football on the map, opens up conversations at home and moves recruitment from the stands to the living room through recognition and pride.
We delivered a hero video and key visual with consistent translation to OOH and socials, including a club toolkit for local activation.
The KNVB wanted to get more young footballers onto the pitch, with special attention for girls aged 6 to 12. The creative angle came from the KNVB: use real mothers, with Monica Geuze as a recognisable face. We gave this shape through creative work. Family feeling first. Because football only really grows when everyone at home joins in.
The result is a campaign that puts mothers and daughters front and centre. Warm photography and a hero video with tempo and emotion. Typography that carries KNVB energy, razor-clear in copy. Monica acts as the glue between club and living room. Visually consistent from OOH to social, so the story feels the same everywhere.
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