ACADEMIC WORK <3 FOTBOLLSLANDSLAGET

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“I’ve got some good news and bad news. The good news is Academic Work continues to sponsor us.  The bad news is the contract says we must train at their offices”

– Anneli Gustafsson, Team manager

FOR THE LOVE OF TALENT

Academic Work is all about making sure young professionals get a great start in their career. IT-managers or football midfielder? Doesn’t matter. In fact, Academic Work loves football (and young professionals) so much so they decided to sponsor the Swedish youth soccer national teams.

A TINY DETAIL WITH MAJOR CONSEQUENCES

Matter was assigned to activate and raise awareness of the sponsor program. Main challenge was: how to talk about such a sponsorship in a way that feels honest and relevant, instead of contrived or weird?

We focused on the three things that really mattered and were true – Academic Work, the national team and the contract tying them together. All we did was change a minor detail in that contract.

“I’ve got some good news and bad news. The good news is Academic Work continues to sponsor us.  The bad news is the contract says we must train at their offices.”

– Anneli Gustafsson, Team manager

 

See the consequences of this detail in the films below:




THE IMPACT

Without a media budget it was down to the skilled players to make the videos worthy of watching and sharing. In two weeks the videos reached over 200, 000 views and were shared by some of Sweden’s most famous footballers. In addition, the videos were shown on big screens in and around the Globe Arena area in Stockholm.

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