Sons of Solidarity - Iceland's Soccer Team | Clapboard Ad Archive

Iceland's Soccer Team’s 2018 campaign Sons of Solidarity, created by Grey, leverages the national team's iconic status to confront the pressing health challenge of Parkinson's disease in Iceland, a nation that captured global affection during Euro 2016 but also faces one of the highest Parkinson’s mortality rates worldwide. The campaign ingeniously plays on the suffix common to Icelandic male surnames, -son, and the name Parkinson, turning the team into Sons of Solidarity and uniting sport with social responsibility. Ahead of the 2018 World Cup, the players visibly embodied this solidarity by wearing jerseys emblazoned with PARKINSON instead of their own names and linking arms with Parkinson's patients during the national anthem, a powerful visual that transcended sport to humanize the disease’s impact. Beyond the emotional resonance of the stadium moment, the campaign integrated a documentary-style trailer, national TV appearances, and a dedicated microsite featuring intimate patient stories, creating a multi-layered platform for awareness and fundraising. With exclusive partnership from the Icelandic Football Association (KSÍ) and support from Iceland’s President Guðni Th. Jóhannesson alongside notable celebrities, the campaign harnessed national pride and the universal language of football to amplify its reach and encourage donations directed to a Parkinson’s care center in Iceland. This approach situates the campaign firmly within Clapboard’s FORMAT#2—Show the Problem—by spotlighting the societal issue of Parkinson’s disease and positioning the team’s solidarity as both a symbol and solution. Grey’s execution underscores the unifying power of sport as a catalyst for social change, with the national team’s involvement lending authenticity and emotional gravitas to the cause. The campaign earns 69/100 in Clapboard’s global creative archive. Sons of Solidarity matters because it demonstrates how sports marketing can transcend commercial objectives to become a platform for meaningful public health advocacy when aligned with genuine national identity and purpose.