At the heart of the new partnership agreement between SpareBank 1 SMN and Rosenborg (running until 2030) lies a shared commitment to equality – on and off the pitch.

The campaign was born out of extensive insight work through the “Helt Rå” initiative, which revealed striking disparities in how children perceive gender roles. When asked to draw a football player, most drew a man – simply because that’s who they see.

This insight became the foundation for a broader movement: to make equality not just a principle, but something people can see, feel, and rally behind.

For Nonspace, the project also marked a significant milestone: this was the agency’s first entirely in-house film production, from concept to final delivery, proving that creativity, strategy, and execution can live under one roof.

The shared ambition was clear: to make equality in football more than a statement – to make it visible.

The Helt Rå research exposed how unconscious bias shapes children’s perceptions. If they rarely see women represented on the field, in media, or in conversation, they subconsciously learn that football is “for boys.” The challenge wasn’t just to raise awareness, but to shift perception.

For Nonspace, this meant translating complex and sensitive insight into something that could unite two powerful brands, inspire genuine emotion, and feel both progressive and authentic.

The tone had to strike the right balance: earnest yet not preachy, emotional yet not sentimental.

At the same time, the project served as a test case for Nonspace’s growing in-house production capabilities, delivering a fully integrated film and campaign from start to finish while maintaining creative collaboration with larger production partners as needed.

The campaign was created to express that equality isn’t won in a single moment. It’s fought for in every game, every effort, every mindset.

Phase 1 confronted audiences with uncomfortable truths about women’s football: simple but powerful statistics and statements that highlighted the inequality that still exists today. This phase aimed to shock, educate, and spark awareness — drawing attention to the sport's remaining progress.

Phase 2, the film, shifted from facts to feelings. It captures both history and hope, showing that progress in sport mirrors progress in society. The story celebrates those who fought for the right to play, those pushing the game forward today, and the generations that will follow. It’s not a film about what’s missing, but about how far we’ve come — and how every match contributes to change.

By celebrating strength, pride, and progress instead of pity, “Every Match Counts” connects past and present — from the years when women’s football was banned in Norway to today’s growing recognition and support.

The campaign launched across cinema, social media, YouTube, and outdoor channels — ensuring broad reach and emotional impact.

The fully integrated production provided Nonspace with valuable experience and flexibility to handle multiple productions simultaneously, as well as to bring more motion and film into brand and design work.

It also marked a new chapter for the agency’s creative offering: tighter integration between strategy, concept, design, and production.

For SpareBank 1 SMN and Rosenborg, the campaign became more than a launch; it was a public statement of shared ambition. Because equality in sport isn’t just about fairness on the field – it’s about shaping the world children grow up in.

Client: SpareBank 1 SMN, Rosenborg Ballklub

Concept, Art Direction & Copywriting: Nonspace

Film Production: Nonspace

B-Photo: Stian Eriksen

Photography: Ole Ekker

Styling: Hege Biermann

Music: Heffy Beluga "POLISEN" (feat. Nicnuggets & Kiet)