Akinfenwa Heads Up Nationwide Grassroots Football Campaign
London-based creative agency MATTA has created a new film for Nationwide Building Society designed to engage with grassroots football.
Building on the ‘Positively Always Wins’ series MATTA created for England Football, the film aims to ‘inspire positive behaviour change and reinforce the values of mutual respect within the grassroots football community.’
In a bid to uplift grassroots football and ‘encourage positivity across the game,’ a competition was launched, offering clubs an opportunity to win a ‘Positivity Workshop’ with former footballer and TalkSPORT presenter Ade Akinfenwa.
The winning club, R&R, located in Warlingham, Surrey was granted exclusive access to Akinfenwa, as he imparted words of wisdom and shared his own inspiring journey.
Matt Hunt, Strategy Director at MATTA, said, “We’re thrilled to work alongside Nationwide Building Society and The FA to amplify the ‘Positivity Always Wins’ series. This initiative underscores the immense potential of positive attitudes and behaviours to shape the grassroots football community. By highlighting the incredible journey of Ade Akinfenwa and the winning club, R&R, we aim to inspire young players to embrace positivity and foster a culture of respect both on and off the pitch.”
Neil Holloway – Lead Manager, Advertising and Media Nationwide, added, “Through our partnership with England Football and the Respect programme we’ve shown how sport and especially football can bring communities together to have fun with a healthy competitive spirit. It’s imperative that generations coming up learn the best way us a positive way, and that’s why we’ve been delighted to support this project.”
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