Every Match Counts

SpareBank 1 SMN and Rosenborg Ballklub entered a partnership running to 2030, built on a shared commitment to equality in football. Nonspace developed the campaign concept "Hver kamp teller" (Every Match Counts) and produced the campaign film, launched in cinemas, on social media, on YouTube and outdoors.

Highlights

Campaign posters from Nonspace’s ‘Every Match Matter’ initiative for SpareBank 1 SMN and Rosenborg Ballklub, featuring female football players and statistics about equality in the sport.

Outdoor billboard installation for the Every Match Matter campaign created by Nonspace for the new partnership.

About the project

Sparebank 1 SMN is a leading Norwegian regional bank and part of the Sparebank 1 Alliance, serving individuals, businesses, and public sector clients across Trøndelag, Møre og Romsdal, and surrounding regions. With deep roots in the local community, Sparebank 1 SMN offers a full range of financial services, including retail and corporate banking, insurance, asset management, real estate, and accounting. It is particularly recognised for its customer-centric approach, robust digital solutions, and commitment to sustainable development.

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At the heart of the new partnership between SpareBank 1 SMN and Rosenborg (running until 2030) lies a shared commitment to equality, on and off the pitch.

The campaign was built on extensive insight work through the “Helt Rå” initiative, which revealed striking differences in how children perceive gender roles. When asked to draw a football player, most drew a man, simply because male players are the ones they most often hear about and see.

For Nonspace, the project marked a milestone: the agency's first fully integrated film production, from concept to final delivery.

Marketing

Campaign Development

Content Strategy

Media Strategy

Audience research

Film production

The shared ambition was clear: equality in football should not just be declared, it should be made visible.

The Helt Rå research revealed how unconscious bias shapes children's perceptions. If they rarely see women represented on the pitch or in the media, they subconsciously learn that football is “for boys”. The challenge was not only to raise awareness, but to change perceptions.

The campaign was created to express that equality is not won in a single moment. It is fought for in every match, every effort, every mindset.

Phase 1 confronted audiences with uncomfortable truths about women's football, through simple but powerful statistics and statements that highlighted the inequality that still exists.

In phase 2, the campaign shifted from facts to feelings. The film tells a story of both struggle and hope, celebrating those who fought for the right to play, those driving the sport forward today, and the generations that will follow. It is not a film about what is missing, but about how far women's football has come.

The campaign launched in cinemas, on social media, on YouTube and in outdoor media.

The campaign achieved broad visibility across Trøndelag, with more than 2.2 million impressions on Meta, 525,000 display impressions and 125,000 views on YouTube. The campaign also drove more than 3,200 visits to the landing page and news article on SpareBank 1 SMN's website.

Internally, the campaign has strengthened pride in the bank's role in promoting equal opportunities, while “Every Match Counts” has also strengthened the collaboration with Rosenborg and laid the groundwork for taking the issue further, beyond sport.

Client: SpareBank 1 SMN, Rosenborg Ballklub

Concept, Art Direction & Copywriting: Nonspace

Film Production: Nonspace

B-Photo: Stian Eriksen

Photography: Ole Ekker

Styling: Hege Biermann

Music: Heffy Beluga “POLISEN” (feat. Nicnuggets & Kiet)