Geometry Global and the story behind the Romanian footballers’ maths shirts
31 March, 2016
“Football supports education” campaign hit global media when Romanian national football team took to the pitch wearing shirts with sums and formulas
: Geometry Global Bucharest has revealed the idea behind their impactful campaign for the Romanian Football Federation (FRF) that unites education and football. The campaign “FRF supports education” travelled around the globe this weekend after footballers from the home team wore shirts bearing maths formulas onto the pitch ahead of the Romania–Spain home friendly on Easter Sunday (Cluj, 27th March).
The activation marks the start of a complex program through which the Romanian Football Federation supports children’s education and rallies against the high dropout rate in Romanian schools. At 18%, Romania has one of the highest dropout rates in the European Union (Eurostat, 2014). This initial stage is the launch of Romania’s first maths textbook inspired by the world of football - an alternative textbook for fourth-graders.
Mihai Fetcu, Creative Director Geometry Global Bucharest, talks about the idea behind the campaign: “We started from a Grassroots brief and we wanted to reach young footballers in a creative way. We had been thinking about an alternative to the traditional maths textbook for some time, but we needed a smart way to launch it. We wanted to challenge the traditional perception that maths sits at the opposite end of the school curriculum to football. By showing that maths is used everywhere – even on the football pitch – we aim to bring about a national behavioural change towards education. Two months ago we came up with the idea to transform football shirt numbers into maths formulas, and the resulting 11 jerseys commanded global attention. Credit to the entire team who took the idea and made it one of the most outstanding visual campaigns to come out of Romania in recent years.”
The President of the Romanian Football Federation, Razvan Burleanu, said: “Ever since our first meeting we have been impressed by the proposal for this education program. We saw how the idea developed and took hold as we lived the emotion of turning it into reality together with representatives of international football, Romania’s National Football Team, the Federation’s team, the agency and Niculescu Publishing House. Geometry Global has our full trust and support to take the project further. Together we will implement the change that will bring football and educational closer together.”
Mircea Pascu, Managing Director Geometry Global, said: "Firstly I must say a big bravo to the sensational team on this inspirational campaign that we hope will bring about a positive transformation for Romania. I’d like to thank the Federation for their trust in us and the national football team for being the program’s ambassadors despite the pressures of a big game.”
The launch was cited by The Guardian, The Huffington Post, BBC, Washington Post, Le Figaro, Le Parisien, Business Insider, Daily Mirror, The Drum and other notable publications.
The Geometry Global and Romanian Football Federation collaboration began in September, when the Grassroots project “Together we are football” was launched.
Geometry Global Team:
Bogdan Costin (Senior Copywriter), Stefan Vasilachi (Head of Art), Radu Popescu (Illustrator), Mihai Fetcu (Creative Director), Razvan Bodea (Account Executive), Luiza Dumitras (Account Director), Simona Costea (Client Service Director), Claudia Neagoe (PR Executive), Mihaela Zaharia (PR Manager), Codrin Badescu (Social Media Strategist), Cristina Petricanu (Digital Account Manager), Monica Gheorghe (Traffic Manager), Dorina Sandu (DTP Manager), Ionut Iacobache (Production Manager), Mircea Pascu (Managing Director).
Romanian Football Federation Team
Razvan Burleanu (Presedinte), Bogdan Popescu (Manager Vanzari), Razvan Mitroi (Manager Comunicare), Diana Pirciu (Marketing Specialist), Gabriel Berceanu (Manager Media).
Niculescu Publishing House Team
Andrei Niculescu ( Director de dezvoltare)
About Geometry Global
Geometry Global, the world’s largest and most international brand activation agency, drives conversion, action and purchase through award-winning programmes that change behaviour and inspire people to buy well. With teams in 56 markets, Geometry Global has expertise in shopper, digital, experiential, relationship, promotional and trade marketing. Geometry Global is a WPP company. (NASDAQ: WPPGY). www.geometry.com
Geometry Global EMEA, Louise Ringrose, email@example.com
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Geometry Global Romania, Mihaela Zaharia, firstname.lastname@example.org