According to the duo, Earth loses the equivalent of three football pitches of forest every second. This is bad for our planet, but it's also bad for football fans since they often used trees as goalposts growing up.

Panenka and Ogilvy Social.Lab says that they have decided to do something about this and have combined their love for football with their commitment to sustainability to ensure that every young football player experiences nature's goalpost.

In the April 2022 issue of the Panenka magazine, subscribers will receive a package containing tree seeds. By following the simple instructions, readers will be asked to 'plant the goals of the future'.

According to the magazine, it is as easy as planting a seed in a hole, taking seven big steps and planting a second seed in another hole. The seven big steps are representative of the distance between the two posts of an actual goal.

The duo says that through this initiative, they will activate the football community to make the Earth a healthier environment for all.

The campaign will start in Spain to coincide with the launch of the magazine and will roll out globally with the support of:
  • ex-football players
  • influencers
  • football fans
  • sports journalists, and
  • environmental activists.
The ultimate objective is to plant thousands of goalposts globally.

Àlex López Vendrell from Panenka says, "At Panenka, we believe that everything that transcends soccer is more important than soccer itself. Thanks to soccer's extraordinary reach and power to excite, it can and should be a tool to achieve a better world — one that is more tolerant, supportive and respectful of the environment."

"Therefore, Panenka promotes the Planting Goals initiative, so that through soccer we can raise awareness to create a greener and more sustainable planet for the future," adds Vendrell.

Ogilvy Social.Lab Amsterdam says that it tapped into an insight that resonates with anyone who ever played football as a child — most people have used two trees as goalposts at some point.

Panenka uses this insight to encourage all readers to join in on the World Tree Day initiative by planting the trees of the future. Panenka supports initiatives for environmental sustainability and a green and liveable city. The magazine adds that its goal is to use this opportunity to focus attention on the football world's commitment to a sustainable future in communities and inspire action to further the cause.

Executive creative director Tolga Büyükdoganay concludes, "At a picnic, or in a park, most of us played football with trees as goalposts. This simple, yet powerful insight allowed us to inspire the football community to plant trees in a way never thought before — by planting goals. It's an idea that inspires football lovers to help the planet while guaranteeing goals in the future."

For more information, visit www.ogilvy.nl. You can also follow Ogilvy Social.Lab Amsterdam on Facebook or on Instagram.