Lionesses Make Their Disney Debut
Fifty Digital, England Football and Disney have joined forces to launch Ella: A Modern Day Fairytale.
The video, a twist on the classic Cinderella tale, has been designed to ‘inspire the next generation of girls to get their boots on, be themselves and enjoy being active through football.’
The modern tale sees Ella and her dad defy the odds, featuring unsupportive schoolmates, familiar Lioness fairy godmothers Leah Williamson, Lucy Bronze and Lauren James, and the all-important forgotten football boot in a local coach’s search for our footballing heroine.
The video was developed by UK agency Fifty Digital, with a creative team lead by Creative Director Mark Norcutt, and illustrated by Ryan Smallman.
Ella will launch with an animated video narrated by Lioness legend and broadcaster Alex Scott, and features a cameo by European Cup-winning captain Leah Williamson. Printed versions will be distributed for free to all primary schools up and down the country from September.
The ambition is to get Ella’s tale of positivity and triumph into the hands of as many children as possible and to encourage more girls to become involved with Disney Inspired Shooting Stars, a nationwide schools initiative supporting girls aged 5-11 to develop fundamental movement skills through the magic of Disney and in partnership with England Football.
“It’s been an honour to work with such passionate and supportive clients as well as our talented creative team to help create something that is not for profit and that feels so permanent. It conveys an important message to girls about exploring the joy of sport through football, cementing our commitment to women and girls’ sport as an agency, and has been a genuine labour of love from all involved.”
Nick Jackman, Co-Founder of Fifty Digital
The FA’s Head of Development, Louise Gear, added, “As a mum, I’m really excited that we’re able to work with our partner Disney on bringing to life a much-loved classic film in Ella: A Modern Day Fairytale. Football is a game for all and Disney inspired Shooting Stars aims to provide opportunities for girls in schools up and down the country to play the game they love from an early age. Ella: A Modern Day Fairytale highlights the barriers that many girls face when trying to play football, and ahead of a huge summer for women’s and girls’ football, we hope this not only inspires more girls to have the courage to play, but changes perceptions in the playground.”
Nicole Morse, VP of Brand and Franchise Marketing, Disney EMEA said, “Disney is so proud of the Shooting Stars programme. To see our characters having a real impact and being a force for good to help young girls begin a love of football, as well as get active and develop the confidence that Shooting Stars gives, is wonderful. The programme has been a great success, and this brilliant new take on a Disney classic in inspiring Ella: A Modern Day Fairytale will help spread the word of Shooting Stars meaning even more girls will benefit from it.”
