Premier League
Our first project after winning the pitch for the Premier League was an anti-racism campaign designed to 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 a ‘No Room for Racism’ reactive idea we’d developed as a quick-turnaround response to an incident of racism.
To give players a platform to protest — and to show the issue was far bigger than any one football star, their ego, or their recognition — every player replaced the names on their shirts with “Black Lives Matter”.
