Giving a voice to British South Asians in football

Unexpected: adam&eveDDB’s second Channel 4 ‘Diversity in Advertising’ award winning idea aimed to raise awareness of the under-representation of British South Asians in the top tiers of English football.

By showcasing the authentic stories of grassroots team, the Midnight Ramadan League, and Hamza Choudhury (Pro Leicester footballer) everywhere from TV to OOH and in the game itself, adam&eveDDB looked to create longer-lasting change to inspire the British South Asian community.

Works: This campaign inspired the next generation of football fans and has helped transformed perceptions of FIFA21.

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