BBC's Euro 2025 spot's got the world in stop-motion

With the UEFA Women’s Euro 2025 tournament fast approaching, BBC Creative has unveiled a bold new campaign which looks to champion the rising stars and established icons of women’s football.

Called Names Will Be Made, the campaign begins with a striking 40-second animated film directed by Nicos Livesey through Blinkink. Set in the peaceful Swiss countryside, it soon morphs into a colourful explosion of claymation footballers, symbolising the dynamism and skill that will play a huge part of this summer’s tournament, which kicks off in Switzerland on Wednesday 2 July.

The players ‘making their name’ in bold, visual metaphors include England's Lucy Bronze, depicted as a castle-like defender, Jess Fishlock as a flaming fireball, blazing a trail for Welsh football, and Spain's fleet of foot Aitana Bonmatí.

The spot was created using clay models and stop-motion animation, with every character and background element built and moved by hand, highlighting the passion and dedication at the heart of women’s football. 

Appearing across TV, radio, social and out-of-home spaces, Names Will Be Made is part of a wider brand campaign which is aiming to rally fans to get behind the players to celebrate a breakthrough moment in women’s sport because, despite growing popularity, women footballers remain 72% less famous than their male counterparts.

“Through this campaign and the BBC’s coverage of the Women’s Euros, we hope to help close the gender fame gap," said Jess Oudot, Creative Director at BBC Creative. "Rather than taking a very earnest approach, we were keen to champion female stars in a way that feels just as confident and playful as the men’s game.”