Snickers - Go Full Fan
Getting footie fans to go NUTS for England’s Lionesses.
”You’re only HALF an England fan if you only support the men’s team.”
That was our patriotic and punchy message to get a younger (mostly) male audience to “Go FULL Fan” this summer in support of England’s Lionesses at the 2022 UEFA Euros.
Sweet Caroline, because the lasses only went and won the thing! Ey! Oh!
We kicked off the campaign with a cheeky 20s ad spot.
It definitely got some mixed comments that just proved the brief's point.
There was a lot of misogyny lurking behind the keyboards it was unnerving…
‘Not supporting England’s Lionesses?
You must be hungry.’
“England fans are notoriously patriotic and proud –
it’s not a hobby, it’s a way of life,” said Christina Fusco House, strategist at The&Partnership. “But this only really applies when it comes to supporting the men’s side, with less than half supporting women’s football.”
Once the ad was out, we nutmegged some keyboard warriors and their automatic gender bias
on social (a key part of the brief) by creating some fun and engaging England trivia.
1) We asked short questions which most people assumed had nothing to do with the Lionesses.
2) We redirected people away from searching for other 'sports’ to watch after the premier league
‘Go Full Fan’ not only reminded die-hard England fans of their unconscious bias towards the women’s game, but brought more media attention to the sport after a 50-year ban and a DIRE lack of funding.
(Women get paid peanuts in comparison to the men’s game - not cool).
DRUMMING UP SUPPORT
Next we brought our ballsy banners to an England men’s friendly before the Euros kicked off. We may have lost 2-0 to Hungary that day… (boo)! But the ROARING success was getting people engaged and interested in what we had to say. “You’re not a FULL fan unless you support the Lionesses.”
OOH
On the day of the tournament, we launched an OOH campaign championing the ‘Hometown Heroes’of the Lionesses’ team.
This not only drummed up regional support across the UK but got the nation to be more familiar with the individual players.
HEROING THE HOMETOWN HEROES
Once the tournament had started, we launched a targeted OOH campaign championing the ‘Hometown Heroes’ of the Lionesses, This not only drummed up regional support across the UK but got the nation to be more familiar with the squad and the individual players.
2022
Agency: The&Partnership
ECD: André Moreira
Creative Directors: Nick Moss & Dan Northcote-Smith
Creatives: Hannah Roe and Lucy Pennock
Director: Jonas McQuiggin
Production Company: Creep