Sparebanken Norge | Girls Want More – Campaign
"With this historic step, we're getting real gender equality" — Lise Klavenes, President, Norwegian Football Federation.
Produced: 2023 & 2026
The Brief:
What happens when girls want more than adults give them credit for?
That question was the starting point when Sparebanken Norge launched the "Girls Want More" initiative in 2023. A survey conducted by Professor Siv Skard at the Norwegian School of Economics (NHH) found that one in four girls who play football cite personal development as their main motivation. Among parents, only one in ten believed the same thing.
That insight sparked a broader initiative to give girls' football on the west coast of Norway a real boost — improving the offering, building coaching expertise, and creating more opportunities for girls who want to grow as players.
Trigger led the insight work and the main campaign, with Sølvrev coming on board as creative and production partner, contributing to several films throughout the initiative.
The Solution:
In the first campaign film, we meet five parents taking part in what they believe is an ordinary football quiz. The questions all seem to be about well-known Norwegian and international footballers — but the answer to every single one is their own daughter.
We wanted the film to carry humor, surprise, and warmth, while still showing these girls as the skilled players they are. To get there, we drew inspiration from major international sports commercials, in lighting, cinematography, and color grading alike.
That film marked the start of a partnership that would continue for years to come.
In 2026, a new NHH survey, found that boys play more football outside organized training, while many girls want to play more but lack the spaces and communities to do so. So this time, we turned our attention to the informal neighborhood pitch — not just as a place to play, but as a genuine space for development.
This time, we invited 11 young football players to what they thought was a routine development conversation. We used the girls' own rooms and surroundings to get to know them — the things around them, their stories. Football shirts, trophies, photos, and other personal details gave us a window into who they are, both on and off the pitch.
The conversations built gradually toward something the girls didn't know was coming: a surprise waiting just outside the door. Midway through the conversation, players from SK Brann showed up and invited the girls out to play pickup football.
This time, the goal wasn't just to say that girls wanted to play more — we wanted the viewer to feel it alongside them. The genuine reactions, energy, and joy of the girls stepping onto the pitch became a central part of the film.
From the first film in 2023 to the new one in 2026, "Girls Want More" has evolved — from challenging how we see girls' ambitions, to examining the real opportunities they have to develop as players. What ties the films together is a shared goal: to lift these girls up, spark engagement, and show why girls' football deserves more.
Awards and Recognition:
"Girls Want More" has been recognized both nationally and internationally, earning several awards for the campaign.
In 2024, the campaign was awarded gold at the European Excellence Awards after being nominated in three categories. The European Excellence Awards recognize communication campaigns and strategies that stand out for their craftsmanship, storytelling, and impact, and are regarded as one of Europe's leading awards in communications and PR.
🥇 Winner — "Effekt," SRF Kuben 2024
🥇 Winner — "Brand Relationship," European Excellence Awards 2024
🥉 Bronze — "Sustainability," Anfo Effekt 2023
For us, these awards are a welcome recognition of a project we've had the privilege of working on for several years now — and, most importantly, of the story "Girls Want More" continues to tell.
"Fantastic video👏👏👏 I've shared the video with the Football development department of UEFA, this is 100% right! That's also one of the strategic goals of UEFA: more girls in football🤞🤞" — Kris Van Der Haegen, Director Coach Education, Belgian Football Association.
