FCB and Nexus Show Girls How '#WePlayStrong'

FCB Inferno and Nexus Studios show girls how playing football can give you wings...

UEFA are launching a campaign to get more teenage girls into football with Together #WePlayStrong, directed by Nexus Studios' Kibwe Tavares for the agency that between this ad and This Girl Can have really cornered the market of getting women into sport, FCB Inferno.

The ad, which will be seen by a worldwide audience of millions during both the UEFA Women's Champions League final and the UEFA (men's) Champions League final, is a training montage of sorts, with a young girl steadily gaining confidence and skill in football, cut with other footage of a diverse cast of girls and women playing the game, augmented with CGI animation.

Unlike the traditional training montage, however, her progress is represented through wings. We first see her brushing small butterflies away from her, and end with her triumphantly sprouting a pair of wings, created by Tavares in Tiltbrush.

FCB Inferno managing director Sharon Jiggins said of the campaign, “our creative approach is to challenge current prejudices of the game by showing how cool girls’ football really is. Featuring a cast of girls from grass roots level to Sporting Lisbon’s professional team, we wanted to showcase brilliant skills and the sense of togetherness girls get from the game on and off the pitch. At an age when self-esteem can be at its most fragile, football provides girls with a powerful boost in confidence.”