Fill the Stadium

Creative and strategic concept for Swedish sports brand Stadium to add awareness for the ever growing inequalities in sports. When the campaign launched swedish female athletes earned half a billion euros less than their male colleagues.

Sweden’s largest sports arena has 50,000 seats. When Stadium received applause emojis from an equal amount of people, they donated SEK 1,000,000 to the Swedish Sports Confederation’s work for gender equality in sports.

The initial goal of 50,000 applause was met in under 12 hours. In the next day the amount doubled and Stadium had to double their effort for equality in sports.

Prominent Swedish athletes starred in the campaign and endorsed it through their social media.