Sport NZ

Football Ferns


The Football Ferns are worshipped and adored by some of the world’s most passionate fans at some of the game’s biggest clubs. But in Aotearoa, ahead of an historic World Cup, they were largely unknown to Kiwis.

So, together with Sport NZ, we created a film to let the country know just how big of a deal our players are overseas - to draw support on home soil.

campaign outcomes



We followed fans on the way to matches in London, Finland, Glasgow, Melbourne, Wellington, LA and Leicester; proudly wearing the name of one of our Football Ferns.

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The journey concluded by showing the Football Ferns behind the names.

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Alongside the hero film that aired across TV, digital and cinema, 15 second individual cutdowns were produced delving further into the stories and places behind the names.

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“For a once in a lifetime World Cup, we wanted New Zealand to recognise just what a big deal our female players are. EightyOne’s campaign shone a light on their achievements and gave our Football Ferns the profile they deserved for a record breaking tournament”

Kate Thirkell - Sport NZ

Next project:

SportNZ and Ministry of Education

Poi Tukua