CARL STUCHLY
CLIENT: AIK FOTBOLL
CAMPAIGN: FOOTBALL LOWLIGHTS
33% of young adults have experienced online abuse. To shed light on this issue, we decided to hijack a well-established staple in football culture: Highlight Reels. Instead of highlighting close calls, free-kicks, and goals, we picked situations where AIK players made mistakes. And instead of the usual commentary, we based famous football commentator Niklas Jarelind’s script on threats, violations, and bullying that youth players of AIK have written to each other on the internet. In other words: Football Lowlights instead of Football Highlights.