Fosterhjem.no: The Unthinkable Transfer

The Norwegian Directorate for Children, Youth and Family Affairs (Bufdir) oversees the recruitment of foster homes in Norway. Their research indicates that women are more inclined to become foster parents than men. Our mission was to design a campaign that emotionally resonates with men, encouraging their active involvement in this crucial role. Football evokes strong emotions among Norwegians in general, and Norwegian men in particular. And Norwegians just love English football.

More Norwegians belong to supporter clubs for English football teams than to all Norwegian elite league teams combined. In fact, the number of Norwegian supporters of English football surpasses the total membership of all Norwegian political parties. Liverpool has the largest fan base among football clubs in Norway. At the same time, due to the popularity of striker Erling Braut Haaland, there has been a surge in Norwegian kids training in Manchester City jerseys. This inspired a story about a die-hard football fan who adheres to the unwavering principle of never switching football clubs. After securing the rights to the world’s most famous football anthem, the sound of Anfield singing “You'll Never Walk Alone” was recreated for the film.

The film premiered in Norway on Boxing Day and will follow the Premier League broadcasts of the Norwegian rights holder Viaplay.