The Passion Is the Same
NEW THINKING
Rooted in grassroots sport, this initiative champions equality without victimhood, celebrating effort, emotion, and the dreams of the young players of Catalonia’s Badalona Seagull women’s football team.
Born from APPLE TREE’s genuine commitment to gender equality, the campaign set out to prove that communication, when placed at the service of the common good, can create social, cultural, and media impact—even without commercial objectives.
INVESTIGACIÓN & INSIGHT
Women’s football has progressed, but deep inequalities persist, particularly at the grassroots level: limited investment, reduced media visibility, fewer facilities, and limited institutional support. Yet one thing has never changed: passion.
Girls train the same. They push themselves the same. They fall, get back up, and dream in exactly the same way as boys.
The campaign’s insight emerges from this contradiction:
Passion for football has no gender. Opportunities do.
A simple, universal, and profoundly human truth, one that resonates with anyone who has experienced football, whether on the pitch or in the stands.
ESTRATEGIA & CREATIVIDAD
The strategy set out to reframe grassroots women’s football by using the same epic, emotional language traditionally reserved for professional men’s football. Rather than calling out inequality through complaint, the campaign chose to confront it through pride and emotion.
The creative idea was intentionally simple and powerful: real footage of girls playing football, narrated with the same intensity used to describe legendary matches. Because if the passion is the same, the story should be too.
Well-known sports commentators lent their voices to the films, elevating the perception of girls’ grassroots football and challenging deeply rooted assumptions.
PLANIFICACIÓN
Created for the Badalona Seagull women’s football team, the campaign aimed to demonstrate that girls’ spirit on the pitch is no different from boys’ and that they deserve the same space, support, and opportunities. The campaign included:
- Production of two audiovisual films (Spanish and Catalan), starring the Badalona Seagull’s youngest players.
- Creation of radio spots aligned with the core creative concept.
- A PR strategy and launch press release focused on earned media.
- Digital amplification across platforms, including Instagram, YouTube, Spotify, and LinkedIn.
A strategic launch timed to coincide with International Women’s Football Day (23 May) to maximise relevance and media impact.
IMPACTO
Beyond the numbers, The Passion Is the Same achieved something more meaningful: it reasserted the value of grassroots women’s football, sparked social conversation around equality of opportunity, and reminded us that change begins where dreams are born.
When passion is the same, the future can be too.
