Bundesliga: Common Ground
In partnership with Bundesliga, we created and delivered a global storytelling series spotlighting eight young participants engaging with the Common Ground pitch initiative across urban communities in Berlin, Lagos, Rio de Janeiro, and Jakarta.
The project showed the power of authentic, participant-led storytelling to communicate the deeper impact of grassroots initiatives to global audiences. By documenting their experiences throughout the training clinic cycles, the series explored how access to safe, high-quality pitches supports not only participation in football, but also the development of teamwork, discipline, perseverance, creativity, and self-confidence.
Our insights included:
Common Ground’s transformative impact was most visible in markets with fewer structured play opportunities, where the programme’s value was felt more tangibly and translated clearly through the content.
Anchoring the storytelling in Common Ground’s values brought consistency to the series across markets, while still leaving room for local voices, experiences and contexts to shape each story.
A participant-led approach strengthened the authenticity of the work, allowing young people to help shape the narrative and bringing a stronger sense of honesty, immediacy and connection to the final content.
Using self-shot video, analogue and digital photography, and written storytelling, the series brought to life the impact of a safe place to play from the perspective of those directly involved. Across each market, the stories showed how Common Ground creates positive opportunities for young people and strengthens community connection through football.
The storytelling assets we delivered included: a global project film, four market-specific social videos subtitled in English, German, and local languages, 40+ photographic assets across digital and analogue formats, and four first-person written stories.
Launched across Instagram through collaborative posts between Goal Click, Bundesliga, and EA Sports FC national accounts, the campaign generated 632,911 total views, 7,170 total engagements, and a 1.1% average engagement rate.
Click here to explore the full storytelling series.