VÅR TID NU x SVFF

THE CHALLENGE:
Engage and draw attention to the Womens National Soccer Team during the 2023 FIFA World Cup.

THE IDEA:
To remind the players of their dreams as a young girl, the hard work and belief in themselves, which brought them to where they are today: motivating other young girls to work hard and always believe in themselves. Showing that they can go all the way.

THE WORK:
For the FIFA Women’s World Cup 2023, we used AI to create a meeting between three of the players and their 9 year old self. Using intervjus with the players close relatives, friends and their texts/drawings as kids, we used AI and created a 9 year old version of the players which recorded a message to their older self. The message reminding the current players of their dreams as a kid and the belief in themselves, which brought them to the Women’s World Cup.

THE IMPACT:
With a large increase in involvement from Swedish viewers during this years FIFA World Cup and an immense engagement from younger female players.

This project was made for all the young girls who were told they couldn’t, for all the young girls who dared to dream, with an unshakable belief in oneself, showing them that in dreaming, they can go all the way, transforming dreams to realities.

We are proud to say that the Swedish Women's National team is officially ranked number 1 in the world.

Our time is now.

ADIDAS_VÅRTIDNU_FONT
Created by Issa Kram

Using diary entries and drawings from players Elin Rubensson, Caroline Seger and Stina Blackstenius I created this font.

This font was the base for “Vår Tid Nu” and was used to write motivational texts on posters and imagery.

ISSA

KRAM

ISSA KRAM

VÅR TID NU x SVFF