To create an on-air campaign that re-invigorates FA Cup interest in an over-saturated football market, and that differentiates it from other football events.
The budget dictated an archive footage-based creative execution so the concept and aesthetic had to be provocative and engaging. Being football fans ourselves we have long been aware of the FA Cup’s unique ability to level the playing field among Premier League and lower tier league teams in English football. We zoned in on this and added a little bit of mysticism, suggesting that it is the football fields themselves that bring out a player’s true worth, and skill. We took great care with the script and had it voiced by an exciting young talent based in London. We’ve had some great feedback from football fans on this one, even though it was one of the less-expensive campaigns we’ve done. We think fans of anything appreciate it when you show them another angle on, or facet of, their passion.
