Subbuteo: Bent it like a 2cm figurine

The Football Association, the governing body of association football in England and other Crown dependencies, increased ticket sales for the women's FA Cup Final after partnering with Subbuteo to create a female version of the classic board game.

Campaign details

Brand: SubbuteoClient: HasbroAgency: N/A

Summary

What if a board game was responsible for gender inequality? Well, not exactly, but hear us out.

In this paper, we show how the smallest signifiers can lead to the largest biases and how a 2 inch figurine can spark a national conversation and break the record for attendance at a Women's FA Cup Final by 10,000.

Our task was twofold.

Sell more tickets to the women's FA Cup Final

Celebrate and promote women's football and get women excited about the idea of playing and watching football.

We...

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