Sparebanken Vest | Girls want more – Campaign video

Sparebanken Vest | Jenter vil mer - Kampanjevideo

Produsert: Spring 2023

Oppgave:

One in four girls who play football says their main motivation for playing is personal development. Only one in ten parents believes the same about girls – this is shown in a new research report by Siv Skard, professor at the Norwegian School of Economics (NHH). The survey has become the basis for Sparebanken Vest's initiative Girls want more, in which they have joined forces with SK Brann, Sogndal Fotball and Arna Bjørnar to give women's football on the west coast of Norway a real boost. The initiative aims to give more clubs the opportunity to improve their offering and increase their investment in women's football. The goal is not necessarily to develop more professional female footballers, but to ensure equal opportunities for women and men in sport. Behind the initiative is communications agency Trigger, with Sølvrev as creative sparring partner and producer.Jenter vil mer, der de har gått sammen med SK Brann, Sogndal Fotball og Arna Bjørnar om å gi jentefotballen på Vestlandet et skikkelig løft.

Løsning:

In the main film, five parents take part in what they believe is a perfectly ordinary football quiz. But whereas the parents assume that the answers to all the questions are Norwegian and international male footballers, it turns out that the answer is one and the same player – their own daughter. Our goal was to create a film full of intimacy and warmth, but also contrasts between the professional and impressive images of the girls on the pitch, and the closeness and affection in their relationship with their parents. Many people are guilty of underestimating women's sport, and getting the viewer to be left with the same powerful feeling the parents experience when they see the answer was the overarching goal of the video. To achieve this it was important to build curiosity and generate interest at the start of the video through music, pacing and editing, without revealing the premise. The more the viewer believed the answer was a top-level male footballer, the more surprised and challenged they would be when the big twist was revealed. One technique used to reinforce this feeling was to draw on the lighting and grading of stereotypical commercials for international sports brands, as well as bringing in one of Norway's most skilled lighting directors to create the right look. As a follow-up to the main film, Sølvrev also produced a new commercial centred on SK Brann captain Cecilie Redisch Kvamme. In the hope of giving boys and girls equal opportunities, Sparebanken Vest decided to donate 43 million kroner to SK Brann to upgrade both the stadium and the training facilities so that the girls would henceforth train on the same grass as the boys.

Resultat:

Initiativet Jenter vil mer ble lansert under et arrangement i Sparebanken Vest sine lokaler 22. august og har fått bred omtale i norske medier. Både TV2 og NRK har omtalt Jenter vil mer, og videoen som ble sluppet i tilknytning til lanseringen har engasjert og rørt tusenvis. Om resultatet sier kommunikasjonssjef i Sparebanken Vest, Jan Erik Kjerpeseth, følgende;

• Responsen har vært enorm og utelukkende positiv. Her har vi opplagt truffet en nerve. Jeg har personlig aldri opplevd en lignende mottakelse som etter at jeg delte filmen på LinkedIn. Filmen peker jo på en av hovedutfordringene vi står overfor i jakten på like muligheter for kvinner og menn, nemlig at vi har en tendens til å undervurdere jenter. Jeg tror filmen er en tankevekker for mange med barn og ungdom i fotballen, sier Kjerpeseth.