Her Name In The Game

Creative idea

The Constitutional Court ruling 131 of 2022 revolutionized Italy's tradition of automatically assigning the father's surname to newborns, deeming it discriminatory and harmful. Today, both parents must share the choice. However, Italy hasn't fully embraced this change. To raise awareness, AC Milan, powered by Lega Serie A, launched 'Her Name in the Game.' On International Mother's Day, players wore their mothers' surnames on the jerseys, surprising everyone inside and outside the stadium. Six other Serie A teams and the AC Milan women's team joined, making ruling 131 a hot topic in Italy and sparking global conversation.

Brand name: AC Milan
Advertiser / client: Associazione Calcio Milan S.p.A.
Product / service: Sport
Campaign name: Her Name In The Game
Agency network: SERVICEPLAN
Agency: Serviceplan Italia, Milan
Media agency: Mediaplus Italia
Web address: http://www.acmilan.com
Agency chief executive officer: Stefania Siani
Chief creative officer: Stefania Siani
Executive creative director: Giuliana Guizzi, Salvatore Giuliana
Creative director: Luca Anania
Art director: Arianna Cacciapuoti
Copywriter: Alessandra Tondi
Account director (agency): Ilaria Pagani
Client account director: Pierdonato Vercellone
Media director: Raffaella Gallozzi
Managing director: Ilaria Mosca
Strategic planner / strategist: Filippo Amedeo Riccardi
Additional company: Editor: Tazio Nicoli