This was a 2 week intensive project working on rituals for the National Womens Football Team for the Norwegian Football Association (NFF). The case was to increase the perception of the Womens Football Team with the use of rituals. We used 1 week to gain insight together with NFF at Ullevål Stadion, then 1 week to work on rituals.
Based on the insights we worked around the NFFs values of togetherness, "Sterkere sammen", building community and connecting fans and players.
The concept we created is called Reverse Autograph. The ritual is about fans giving autographs to the team instead of opposite, so reversing the traditional way of signing autographs. The fans get to sign their autograph on a big banner that the team gets after the match, to show support and encouragement. Before signing the fans get a special NFF pen for the signing to keep as a memory. The pen has a golden trophy ball on top to remind the fans of the honor they share with the players.
After the match the players celebrates and honor the fans by using the banner on the field: taking photos with it, cheering and showing it to the fans. This is to show gratitude and appreciation to the fans.