Giving a voice to British South Asians in football

Unexpected: adam&eveDDB’s second Channel 4 ‘Diversity in Advertising’ award winning idea aimed to raise awareness of the under-representation of British South Asians in the top tiers of English football.

By showcasing the authentic stories of grassroots team, the Midnight Ramadan League, and Hamza Choudhury (Pro Leicester footballer) everywhere from TV to OOH and in the game itself, adam&eveDDB looked to create longer-lasting change to inspire the British South Asian community.

Works: This campaign inspired the next generation of football fans and has helped transformed perceptions of FIFA21.

Cookie Preferences

We use cookies that are necessary to operate the website and provide you with the functionalities you requested. With your permission, we would also like to use cookies, including third-party cookies, to gather website analytics and statistics, such as via feedback polls, to improve your experience and to provide you with additional features (such as social media features).

You can revisit your consent choices at any time by returning to this preference centre and find out more about cookies by visiting our Cookie Policy.

Preferences successfully updated!