Youth sports are becoming increasingly serious. As a result, more children are leaving their sports behind. For Stadium, we turned this insight into the campaign “Save the Play in Sport” — a call to bring back the joy, curiosity, and freedom that make children want to keep playing.

Featuring football star Zećira Mušović, the campaign challenged the performance-driven culture surrounding youth sports and reminded audiences that play isn't separate from sport — it's what keeps sport alive.

A large part of the campaign lived on social media, where we created a series of platform-specific films with Zećira designed to inspire more playfulness in everyday training. To activate the conversation, teams were invited to share their favourite games and playful exercises through a nationwide competition. We also developed a series of simple warm-up games and drills, giving coaches and players practical tools to bring more fun back into training sessions.

Art Director: Carolina Palmqvist
Copywriter: Ulf Rönnbäck
Director: Robin Shamin
Stills: Eigil Nickelsen
DOP: Robin Asselmeyer
Social Media Director: Gustav A. Lilliehorn
Social Media DOP: Adrian Wallér Zandén
Stylist: Malin Ummer
Makeup & hair: Sanna Riley
Set design: Thomas Lissert
Executive Producer: John Lissert
Production: Blonde inc.
Stadium inhouse
Social Media DOP & Director: Christoffer Skogsmo
Svenska fotbollsförbundet
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