FIFA is launching a new campaign to promote women’s football and gender equality, led by a “No Barriers” TV spot which will be broadcast globally during matches at the FIFA Women’s World Cup Canada 2015™. The social media and television campaign supports FIFA’s Live Your Goals international football development programme, which encourages more girls and women to play football.
The “No Barriers” TV spot features young female footballers working together to break down an imposing wall by kicking a football against it with increasing determination, skill and power. Once the wall has collapsed, the players emerge into the roar and bright lights of a huge stadium, ready to play. The spot ends with the message: “No barriers. #LiveYourGoals”
"Our new TV spot and Live Your Goals social media campaign are aimed at encouraging more girls and young women to get into football and to break down barriers in society,” said FIFA’s Director of Communications & Public Affairs Walter De Gregorio.
“This is going to be a breakthrough year for women’s football with the FIFA Women’s World Cup in Canada, and we wanted to do something special to send an inspiring message to girls everywhere that there should be no barriers for anyone in football.”
Directed by the award-winning Greg Barth and produced by London creative agency Klein & Sons, the “No Barriers” TV spot combines live action and state-of-the-art animation with versions in different languages to cover the 24 national teams competing in Canada.
“As a creative agency, this spot represents one of those rare opportunities that you always search for. A simple, immensely powerful and symbolic story that works on a number of levels for a truly global audience, and a client who pushes you to express that idea in the most creative and innovative way possible,” said Anthony Klein, creative director at Klein & Sons.
“The result is a mix of live action, starring a fantastic cast of determined young footballers, extensive set-design to build the wall, and in-camera special effects using gas cannons and ball machines, sugar-glass and paint-infused bricks. And all of that is combined with a final sequence created with cutting-edge 3D CGI.”
A “behind the scenes” film about the making of FIFA’s “No Barriers” TV spot can be viewed on FIFA TV's YouTube channel.
More details about FIFA’s Live Your Goals campaign can be found on the Live Your Goals website.