BBC Creative has launched a new campaign celebrating the rising stars and legends of women’s football ahead of the UEFA Women’s Euro 2025 tournament.
The marketing drive, titled ‘Names will be Made’, comprises a 40-second animated film that was directed by Blinkink’s Nico Livesey.
The spot is set in the idyllic Swiss countryside and features a set of ‘claymation’ footballers. Players featured in the spot include Lucy Bronze, depicted as a castle-like defender and Jess Fishlock, who is represented by a fireball.
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The campaign will run across radio, TV, social and out-of-home and it aims to address the disparity between the levels of fame of female and male footballers.
Jess Oudot, creative director at BBC Creative, said: “Through this campaign and the BBC’s coverage of the Women’s Euros, we hope to help close the gender fame gap.”
“Rather than taking a very earnest approach. We were keen to champion female stars in a way that feels just as confident and playful as the men’s game,” she added.
