Premier League
Our first project after winning the pitch for the Premier League was an anti-racism campaign that would drive real behaviour change. No small task. To make a bigger impact, we took aim at a common excuse both offenders and bystanders use to look the other way. We also partnered with EA Sports FIFA ’20, creating limited edition kits that gave gamers a way to support the campaign and take a stand against digital abuse at their matches too. My partner and I were the lead creatives on this work, which I sold through directly to senior clients, including the Premier League CEO.
Black Lives Matter
In the wake of protests following the killing of George Floyd, the Premier League launched one of our original No Room for Racism reactive ideas. As a way to give the players a platform to protest and show the issue is far bigger than any one star or their ego, every player replaced the names on their shirts with “Black Lives Matter”.
