The agony. The ecstasy. Incredible highs. Unbearable lows. Moura’s 95th minute winner. Liverpool’s four-goal turnaround against Barcelona. From the embers of the most remarkable Champions League season, a truth emerged. You just can’t write this stuff.
We brought together the biggest minds in data, Google Cloud, Opta and Squawka, to do the unthinkable. Write the script for the entire 2019/20 season using Artificial Intelligence. The result? A 60-page dossier that ignited a global debate like nothing the football community had ever seen before.
Released first to pundits, players, influencers, and journalists - and then to the nation. And the conversation erupted. Before we’d spent a penny on advertising.
Then, the reveal. The true jeopardy of football brought to life in our iconic ATL Unscripted campaign. Searched more than Brexit, Boris and Fantasy Football. Subscription records smashed. And proof that you can’t script football but you can watch it live on BT Sport.
How do you maintain Guinness’ association with Rugby during a tournament they’re not an official sponsor of, when matches are being played during breakfast?
By creating a new product, in a new category: Guinness coffee.
Launched with Tiki Tonga - ex-England international captain Brad Barritt’s coffee company - we created Guinness 232 Brew, giving Guinness a legitimate role in the 2019 Rugby World Cup.
Requested by world famous sports people, seeded with influencers, and “advertised” across Guinness’ owned social media channels, the 232 blend has been a global smash hit, selling more than any other Tiki Tonga product in the first two weeks of the Rugby World Cup. Stocks quickly ran out, but it’s now back, even purchasable on Amazon.
Getting a brand like Guinness to even consider moving into a new category was a win. But to do it on a small budget, with no time, shows how small ideas can have a massive impact.
The INEOS 1:59 Challenge, Eliud Kipchoge’s successful attempt at becoming the first-ever-person to run a sub-two-hour marathon (in the historic time of 1:59:40.2) captured the imagination of the world.
A five-month communications campaign to build awareness and anticipation for the Challenge culminated when the moment Kipchoge crossed the finish line in Vienna was broadcast live on YouTube, on terrestrial TV in more than 200 territories worldwide, distributed to press, and shared widely on social media.
The news immediately entered the public consciousness as the world of sport and beyond, from Barack Obama to Alicia Keys, shared their amazement at the feat.
Kipchoge’s achievement dominated the news agenda with over 12,000 pieces of online media coverage and 10,000 pieces of TV coverage taking the news to the world and far beyond the typical realms of athletics and sport including shows ranging from Gogglebox in the UK to The Daily Show in the US.
Ruth Strauss Foundation
In March 2019, The Ruth Strauss Foundation (RSF) was established by former England cricket captain Sir Andrew Strauss in honour of his wife Ruth, who died of a rare form of lung cancer in December 2018.
RSF is dedicated to supporting research into rare lung cancers, and providing wellbeing and emotional support for families with dependent children who receive a terminal cancer diagnosis.
To help raise awareness of RSF, and much-needed funds for the cause, we gained approval and support from ECB, MCC, Cricket Australia to own the Second Day of the Ashes Test match to turn Lord’s #RedForRuth on 15th August 2019.
We also brought crucial stakeholders, sponsors, media, broadcasters, cricket lovers and the general public together, around #RedForRuth.
The challenge was to spread awareness by asking everyone attending Lord’s that day to turn #RedForRuth, but also gain support from the wider community who weren’t attending the match.
Summer 2019 belonged to cricket and the Specsavers Ashes Series saw the brand partner transcend into being part of the sporting conversation around water coolers across the UK.
How? Enter Jack Leach and Ben Stokes.
A bespectacled cricketer presented a rare opportunity for Specsavers and following a 92 for Leach in the opening Test against Ireland which resulted in a full back-page of The Sun using Specsavers' logo and brand slogan the tone was set.
Things jumped up a notch when Ben Stokes tweeted Specsavers playfully requesting ‘free glasses for life’ for Leach after their Headingley heroics. Specsavers’ capitalisation on this saw headlines dedicated to the brand across the country and fans sporting fancy dress with Specsavers on their t-shirts.
A smart communications strategy by Specsavers in media and digitally helped drive genuine business results and, thanks in no small part to Jack, this became the summer of specs appeal.
While other female sports are growing exponentially, motorsport is lagging behind the times.
There are fewer women racing single-seater cars at higher levels now than 10 years ago, and it is 44 years since a female driver last started a Formula 1 race.
Very few opportunities exist for women to gain the necessary experience and qualification to race in Formula 1, the traditional domain of the rich young man. W Series doesn’t expect drivers to bring a budget. All they need is talent. That, and the level playing field of equal equipment overseen with equal skill and precision, is what makes W Series a game changer.
W Series is a movement that drives real change. Our brand stands as a role model for equality in motorsport. And beyond.