Everyday Tactician
Modern football is ruled by money and old boys’ networks, leaving little space for new voices. So Xbox and Football Manager decided to recruit talent from an entirely different league, the gaming world.
Nathan, 23, went from playing Football Manager on Xbox to working full-time for Bromley FC, using in-game data to analyse opponents and shape real-world tactics. The role was announced at a genuine press conference, pulling 1.9 million views in just 72 hours and making headlines worldwide.
Bromley went on to earn their first promotion in 132 years. Football Manager play on Xbox jumped 190%. And the campaign went on to be recognised across the industry; from a Titanium and multiple Grand Prix at Cannes Lions to Ad Age’s Campaign of the Year along with major wins across all awards.
ECD: Regan Warner | CD: Jim Nilsson, Jacob Bjordal | Creative: Elliot Lee, Rory Peyton Jones | Director: Josh & Luke Exell
PROJECTS
M+C Saatchi UK’s LGBTQIA+ group ‘PROUD’ and Bauer Media Outdoor Europe have launched ‘Pride is Everything’, a new multi-market campaign created with LGBTQ+ communities across Europe.
Running on out-of-home sites across the UK, Belgium, Ireland, the Netherlands, Norway, Denmark, Finland, Sweden, and Poland, the campaign rejects the increasingly homogenised portrayals of Pride often seen during Pride season in favour of something more authentic: a portrait of queer life created by the people living it.
Queer creators, community members, allies and families were invited to share their own images, stories and experiences of Pride. Disposable cameras were also distributed across Europe, giving LGBTQ+ people the opportunity to document Pride through their own eyes and on their own terms.
The resulting work captures moments of joy, love, friendship, family, protest, celebration and everyday life, revealing the infinite ways queerness is experienced across Europe.
At a time when queer communities are increasingly being spoken about, 'Pride is Everything' hands the conversation back to the people at its heart.
Created from images and stories shared by LGBTQ+ people, allies and families across Europe, the campaign celebrates Pride in all its forms, from the extraordinary to the everyday, while ensuring the people behind those stories are seen, credited and elevated.
A motor finance campaign for the Financial Conduct Authority that swapped conventional financial services advertising for epic bonnet slides, turning making a claim into a moment of confidence.
We published an issue of Vogue created by and dedicated to women over 50 with the aim to solidify that age should no longer be an issue in culture. It racked up a couple Lions and 20+ shiny things.
L'Oréal Paris has always believed that everyone is worth it, whoever you are, wherever you're from. Partnering with The Prince's Trust to empower young people with the tools they need to develop their confidence and self-worth.
