Kind regards for the SFA: "We play on"
To kick off the season at the end of August, the SFV is launching a nationwide digital campaign to strengthen women’s soccer in the long term. The new campaign, created by the Zurich-based agency Freundliche Grüsse, invites fans to the sidelines—right in the thick of the action.
After the home European Championships, women's football is more present in Switzerland than ever before. The SFA has resolved to take this momentum into extra time. The message: women's football in Switzerland is exciting, approachable and ready for the next round.
To capitalize on this dynamic, a campaign concept was developed around a hero film that stages the league as a movement - a league in which the fans are also stars.
The claim "We'll keep playing." resulted in a memorable text mechanic that was implemented in an emotional, approachable and visually powerful way. The images and words combine sporting ambition with the social relevance of women's football - and make it clear that this movement has only just begun.
"Women's football has taken a huge step forward in recent years. This is just the beginning. We keep playing is more than just a slogan - it's our promise." - Marion Daube, Director of Women's Football at the Swiss Football Association.
The current campaign is part of a series of work by the agency for Swiss women's football. Back in 2014, Freundliche Grüsse brought it into the spotlight with the "Begleitmänner" campaign - at a time when it was still receiving little media attention. The result: great attention in national and international media, two silver ADC cubes and various other creative awards.
The concept was implemented by TYMA, a young film production company that represents an equally young target group for the campaign. The focus is deliberately on real moments in the everyday life of a fan and on the authentic portrayal of the new generation of football fans. It shows that women's football is much more than just sport. The campaign creatively and emotionally captures the energy that makes women's football unique. And makes you want to keep playing.
Responsible at the Swiss Football Association: Marion Daube (Director of Women's Football), Laura Spring (Project Manager Women's Super League), Nils Sommer (Communication & Content) Responsible at Friendly regards: Fabian Biedermann (overall responsibility), Pascal Deville, Samuel Textor (creative direction), Sandro Matter (consulting), Res Matthys, Jacqueline Rufener (text), Laura Leuenberger (art direction) Film production: TYMA, Director: Yannis Petrone, DOP: Tim Holder, AC: Kevin Prinz, AD: Sven Wedekind, Production Manager: Mariska van Lavieren, Casting: Kevin Prinz & Mariska van Lavieren, Lighting Supervisor: Constantin Popp, Lighting Technician: Elia Zobrist, Runner: Davide Petrone, Set Design & Styling: Dominique Steinegger & Alina Graber, Hair & Makeup: Mira Luna Berclaz, Light Rental: Cinelight, Camera Rental: Octamas, Edit: Yannis Petrone, Online Edit: Kevin Prinz, Damien Inderbitzin, Grading: Imro Agmon, Music: Marco Buser (Soundpassion), sound design & audio post: Bardo Eicher (remotesound), Cast: Yara, Sarina, Amelia, Esmeralda, Jonas, Salome, Selina, Sharon, Sam, Alessio, Gregy, Pamela, Damian
