Campaign Content Creation
Estonian Football Association

Its summer 2023. Tallinn is hosting the XIII Youth Dance Festival, which brings thousands of people into the city. The question in our head? How to get some of them to attend a Premium league football match.

As the pinnacle of football in the country, the A. Le Coq Premium League commands attention, and the Youth Dance Festival always captivates with its enchanting performances. Recognizing parallels between football and folk dance, we transformed this insight into a compelling social media campaign.

The campaign became a story of how different cultural groups joined hands and did something big together. It was all over the media, and with good reason, too: we broke the single match attendance record that had been untouched for more than 20 YEARS.

Photo by Liisi Troska