P&U’s Creativity for the National Women’s Football Team

The Italian Football Federation (FIGC)

Overwhelming passion / + community

We are thrilled and proud of our creative campaign #RagazzeMondiali for the official Italian Football Federation’s campaign (FIGC) dedicated to the Women’s National Soccer Team. The Italian national team is engaged in the 2019 FIFA Women’s World Cup.

The 2019 edition is generating the greatest World Cup ever with unprecedented media coverage. As a matter of fact, the Italian National team’s debut match set a record audience of 3.5 million viewers engaged in cheering #RagazzeMondiali in front of the TV: a share of 18.5%.

A new era

#RagazzeMondiali marks the dawn of a new era. The commitment, dedication and passion of the women’s soccer movement in Italy are beginning to yield positive results. Our national team is ready to bring the Made In Italy technique, determination and performance to the FIFA Women’s World Cup 2019.

World style

We have ideated the creative slogan #RagazzeMondiali, the campaign’s hashtag that will follow the Azzurre throughout the World Championship, developing a visual identity from scratch. We characterized #RagazzeMondiali with a new colour scheme, able to immediately become “typical” and recognizable. Strength and determination are coloured in magenta.

Storytelling and communication strategy are the strengths to focus on. The challenge was to develop a claim that would make the campaign engaging, specific, unique and usable both for digital and social communication, as well as for the more traditional tabular format.

We’re all #RagazzeMondiali

On the newly launched Italian Women’s Football Team’s official social networks our creativity not only aims to inform but also wants to amaze, entertain and involve.

The pride for the #RagazzeMondiali is told through a creative concept that fully supports a social strategy dedicated to engagement and community building. The hashtag #RagazzeMondiali immediately caught the enthusiasm of thousands of fans, becoming, among other things, the most popular Italian trend topic on Twitter.

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