#EqualGame, UEFA

All About Brands was appointed by UEFA and Vero Communications to work on its new social responsibility campaign, #EqualGame, which positively promotes inclusion, diversity and accessibility in football throughout Europe.

The campaign launched in August 2017 and focuses on communicating the compelling and surprising stories about all the different sorts of people around Europe who love football and want to express their passion. Through powerful storytelling, the campaign continues to shine a positive light on the great human characters (fans, players, coaches) in European football at grassroots, amateur and elite levels of the game – and highlight the diversity which underpins the strength of the sport. Some of world football’s biggest stars, including Cristiano Ronaldo, Lionel Messi and Paul Pogba are leading the campaign.

We developed the #EqualGame identity, brand guidelines and artwork for a number of applications seen during the campaign’s launch and beyond.

We also developed the campaign microsite – www.equalgame.com - where visitors can explore a series of mini-documentaries, video testimonials, scrolly-style storytelling and engaging fan-generated content, and which is updated on a monthly basis with new stories and content.

UEFA was recently awarded the prestigious International Olympic Committee Grand Prize at the SPORTEL awards in Monaco for the #EqualGame campaign.