The insight
More women than ever are participating in top-level sports (Mulier Institute, 2023). However, there is still a long way to go regarding their representation. Previous research by WOMEN Inc. shows that of all Eredivisie matches broadcast on television, 91% are played by men. There is consistently too little visibility for female top athletes, while role models and visibility are crucial in inspiring young girls to pursue their dreams of becoming top athletes.
Video · Videoclip
Omdat Je Me Ziet by Roxeanne Hazes 2024
‘As an Ajax partner we want to support women with drive.’
The idea
Together with ABN AMRO we tell the personal stories of people with drive to begin something, whether big or small. The new campaign is an ode to the drive and ambition of Sherida Spitse. There is consistently too little visibility for female top athletes, while this is crucial in motivating younger generations. Together with ABN AMRO we address this social issue by highlighting the great achievements that begin with a strong drive.
Video · Behind the scenes
‘The song perfectly aligns with my life philosophy to always keep going.’
The outcome
For the single, we recorded a music video featuring Spitse in the lead role. The clip illustrates the journey she has undertaken to become a top athlete and the determination she needed to get there. Spitse often had to fight for her place, but never gave up. The music video as seen on YouTube reached 10k views within 5 days and the single was made available on Spotify. Both were initially organically shared via the owned social channels of Roxeanne Hazes and Sherida Spitse and later linked to ABN AMRO via paid media.
