Client: BT Sport

Agency: Essence with Wunderman Thompson and Pitch PR

"Two weeks before the start of the season, football fever grips the nation. Fans, full of hope and anticipation, endlessly discuss the upcoming season. Every fixture, every nuance, every rumour...

Of course, brands know this. And pile in. Desperate to attach themselves to a national obsession. The challenge was to be part of the conversation - not to get lost in the clutter of the new football season.

We needed a fresh approach that would inspire the football community to talk about nothing other than BT Sport’s new season - with 75% less budget than last year. And the same sales targets."