The Brief

In 2024, England Football are holding their third annual '#LetGirlsPlay Biggest Ever Football Session' on International Women's Day. The aim of this event is to get as many girls as possible playing football on the same day. The FA want to continue to break records and make the 2024 event the biggest since it's launch.

We were tasked with evolving the campaign styles of previous years. Making sure the designs communicated fun football and an event not to be missed. This was to be a long campaign so the look needed to be something which could grow and develop, starting from an initial 'hero' asset and continuing to tell their story in fresh and exciting ways.

The approach was to create simple core assets which could then be used across a variety of designs. The result was a bold and dynamic design which helped the event reach it's largest number of participants, an estimated 400,000 girls taking part.