April 12, 2024
Year
2024
Client
PlayStation x UEFA
Category
Creative Direction
Product Duration
8 Weeks
Create a sustained presence in football between now and the UCL Final, connecting with UK Football culture in an authentic way as PlayStation's route to cut through.
Creating a sustained presence
Showing up consistently in is the number one way of ensuring relevance in UK football.
To win with our Gen Z football x gaming audience in the UK we can’t just show up once, even if that one moment is as big as a UCL Final.
We need a sustained presence, driving authenticity and showing young fans that we’re here for the long-term.
We transformed the nation’s most loved grassroots football game into a once-in-a-generation opportunity—giving fans the chance to play their way to Wembley for the UCL Final by literally playing… Wembley.
What followed was a thrilling tournament that travelled across major UK cities, where every match raised the stakes and every winner played on, inching closer to the national stadium itself.
Creative Direction: Beni De Makoso, Camille Standen
Influencer Manager: Beccy Gorden
Project Manager: Phoebe Marshall
Acc Director: Chris Bridge
Acc Manager: James Binding
Agency: Ear to The Ground
Talent Manager: Sanmi Escal
Client: PlayStation
