23 veier til EM is an inspiring content series following the Norwegian women's national team on their personal journeys toward the European Championship.
About the project
Norges Fotballforbund (NFF) is Norway's official football governing body, founded in 1902. It oversees both the men's and women's national teams as well as the top league systems, Eliteserien and Toppserien, and is the country's largest sports federation, uniting over 1,800 clubs and hundreds of thousands of registered players. NFF is also deeply engaged in youth development, human rights advocacy in sport, and creating inclusive football opportunities across Norway.
Together with Telenor and the Norwegian Football Federation (NFF), we developed a digital content series that follows the Norwegian women's team in the lead-up to the European Championship. The series, titled "Min vei til EM", consisted of 23 short and authentic films, one for each player on the national team.
The goal was to build strong individual profiles, generate excitement around the team, and inspire the next generation of female football players. Through personal storytelling and self-recorded footage, the audience got a genuine and intimate look into each player's unique path, from squad announcements to EM kick-off.
NFF wanted to give the women's national team the recognition they deserve while creating an emotional connection between the players and their audience.
The challenge was to tell each player's story in an authentic and engaging way that resonates with young, football-interested girls. Those who play but consider quitting, those who love sports but lack role models, and those who need community and inspiration to stay involved.
The project was brought to life through 23 short films, each lasting 30-60 seconds. Every film follows a three-part narrative structure:
- Where you've been: And introduction to the player through archival content and personal photos, animated into a dynamic visual story.
- Where you are now: A short, self-recorded message from the player - raw, personal, and honest.
- Playing for Norway: A final animated player portrait int he national jersey, uniting all 23 films under one cohesive visual identity.
The films were optimised for YouTube and social media, with shorter cuts designed to reach and engage a younger audience.
"23 veier til EM" celebrates the strength, individuality, and passion of Norway's women's national team - giving them the spotlight they deserve while inspiring new generations of girls to stay in the game.
By highlighting real stories from real athletes, the campaign built stronger player profiles, increased fan engagement ahead of the Euros, and helped redefine what a football hero looks like.
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