This was meant to be a single video post.
Data showed there’s a large slice of England football fans who don’t hate on the (brilliant) Lionesses but don’t actually support them either. We devised a punchy social campaign idea: If you only support the men’s team you’re only half-supporting England. It worked. And man did it ruffle a few misogynist feathers too.

We revealed fans’ unconscious bias with simple football questions

And outright intercepted them when they thought no football was on - which means men’s football - and had drifted to other sports.

We inspired local pride with 6 sheets near major stadiums

And we hijacked an England men’s international with the message prior to tournament

And it got one our favourite reviews ever by David Reviews…

2022
Agency: The & Partnership
Creative Director: Nick Moss
Creatives: Hannah Roe & Lucy Pennock
ECD: André Moreira
Director: Jonas McQuiggin @ Creep