The Hidden Lessons

Game of Our Lives

Description ↘ 

Sports teaches leadership lessons—resilience, integrity, teamwork and confidence—and should considered an education like any other. Yet, 450 million girls around the world are excluded from playing.

During the 2023 Women's World Cup we teamed up with footballer Nadia Nadim, and created a team kit to launch her initiative She Has Fire. The kit, inspired by school text books and markers, reveals the lessons hidden from girls across the world.

The initiative went far and wide as it was supported by footballers like Nikita Parris (ENG), Ary Borges (BR), Gemma Bonner (ENG), Carson Pickett (USA), Savannah DeMelo (USA), Wang Shuang (CN) and Thembi Kgatlana (SA)—amongst others.





Released Client Work


Agency: 180 Amsterdam
Executive Creative Director: Bern Hunter, EJ Galang, Katrina Encanto, Sam Souen
Art Director: Tova Andersson, Marina Perta
Copywriter: Pamela Bianda
Designer: Lynnet Wams

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