Concept Development
AGF Campaign
#ChangeTheGame
A campaign that would challenge stereotypes, and empower young women to not be afraid of the society pressure. Be the new perspective the world needs.
2 min read
Client
AGF
Time
5 days
Role
Concept Developer
Tools
Figma/DaVinci Resolve
Team
5 people
Problem statement
AGF (Aarhus Gymnastikforening), founded in Aarhus, is a historic Danish sports club best known for its football teams. AGF’s women’s team lacks the attention it deserves. Therefore, the problem we have focused on, as part of this project is:
How can a digital concept contribute to creating more interest in AGF's women's team?
Key insights
For our collaboration with AGF, we followed a Design Sprint process (understand, sketch, decide, prototype, test) to quickly generate and test ideas. On Day 1, using expert interviews and secondary research, we defined our long-term goal: to increase interest and awareness in AGF’s women’s team, focusing on the existing fan base.
We then created several HMW questions, such as How might we use storytelling to make fans care about the women’s team?; How might we form a community for women’s team fans?; and How might we turn women’s football into a trend? These questions guided our thinking and inspired solutions. Drawing on external examples, we decided to develop a campaign — a potential movement — using multiple mediums to engage fans.
Solution
The digital campaign includes social media integration, a dedicated webpage on AGF’s site, physical banners, and a promo video. Branded as #ChangeTheGame, the hashtag makes it easy for people to share, track, and join the movement — a strategy widely used by major brands to boost reach and engagement.
Future steps
The campaign was tested with members of the target audience — AGF’s established fan base. From the virtual campaign simulation, we identified several gaps: the need for more content featuring the AGF team, a clearer visual connection between campaign elements, and stronger representation of the women’s football team within AGF’s digital channels.
Concept Development
AGF Campaign
#ChangeTheGame
A campaign that would challenge stereotypes, and empower young women to not be afraid of the society pressure. Be the new perspective the world needs.
2 min read
Client
AGF
Time
5 days
Role
Concept Developer
Tools
Figma/DaVinci Resolve
Team
5 people
Problem statement
AGF (Aarhus Gymnastikforening), founded in Aarhus, is a historic Danish sports club best known for its football teams. AGF’s women’s team lacks the attention it deserves. Therefore, the problem we have focused on, as part of this project is:
How can a digital concept contribute to creating more interest in AGF's women's team?
Key insights
For our collaboration with AGF, we followed a Design Sprint process (understand, sketch, decide, prototype, test) to quickly generate and test ideas. On Day 1, using expert interviews and secondary research, we defined our long-term goal: to increase interest and awareness in AGF’s women’s team, focusing on the existing fan base.
We then created several HMW questions, such as How might we use storytelling to make fans care about the women’s team?; How might we form a community for women’s team fans?; and How might we turn women’s football into a trend? These questions guided our thinking and inspired solutions. Drawing on external examples, we decided to develop a campaign — a potential movement — using multiple mediums to engage fans.
Solution
The digital campaign includes social media integration, a dedicated webpage on AGF’s site, physical banners, and a promo video. Branded as #ChangeTheGame, the hashtag makes it easy for people to share, track, and join the movement — a strategy widely used by major brands to boost reach and engagement.
Future steps
The campaign was tested with members of the target audience — AGF’s established fan base. From the virtual campaign simulation, we identified several gaps: the need for more content featuring the AGF team, a clearer visual connection between campaign elements, and stronger representation of the women’s football team within AGF’s digital channels.
Concept Development
AGF Campaign
#ChangeTheGame
A campaign that would challenge stereotypes, and empower young women to not be afraid of the society pressure. Be the new perspective the world needs.
2 min read
Client
AGF
Time
5 days
Role
Concept Developer
Tools
Figma/DaVinci Resolve
Team
5 people
Problem statement
AGF (Aarhus Gymnastikforening), founded in Aarhus, is a historic Danish sports club best known for its football teams. AGF’s women’s team lacks the attention it deserves. Therefore, the problem we have focused on, as part of this project is:
How can a digital concept contribute to creating more interest in AGF's women's team?
Key insights
For our collaboration with AGF, we followed a Design Sprint process (understand, sketch, decide, prototype, test) to quickly generate and test ideas. On Day 1, using expert interviews and secondary research, we defined our long-term goal: to increase interest and awareness in AGF’s women’s team, focusing on the existing fan base.
We then created several HMW questions, such as How might we use storytelling to make fans care about the women’s team?; How might we form a community for women’s team fans?; and How might we turn women’s football into a trend? These questions guided our thinking and inspired solutions. Drawing on external examples, we decided to develop a campaign — a potential movement — using multiple mediums to engage fans.
Solution
The digital campaign includes social media integration, a dedicated webpage on AGF’s site, physical banners, and a promo video. Branded as #ChangeTheGame, the hashtag makes it easy for people to share, track, and join the movement — a strategy widely used by major brands to boost reach and engagement.
Future steps
The campaign was tested with members of the target audience — AGF’s established fan base. From the virtual campaign simulation, we identified several gaps: the need for more content featuring the AGF team, a clearer visual connection between campaign elements, and stronger representation of the women’s football team within AGF’s digital channels.