England World Cup Announcement

The FA – England World Cup Announcement

The challenge

Announce the England 2018 World Cup squad in a unique way.

What we did

The Football Association has just announced England’s squad for the 2018 FIFA World Cup via its Facebook, Twitter and YouTube accounts.

The squad announcement was delivered with a difference – with the nation’s football-mad youth revealing which 23 players have been chosen by Gareth Southgate, in a film created by W+K London and directed by Dan Emmerson via Somesuch.

Young fans from across the country were enlisted to announce the players who will wear the Three Lions in Russia this summer.

The video was shot on location in Wembley plus towns and cities throughout England, youngsters – including players from grassroots teams such as Moorside Rangers in Manchester and Sheffield Wednesday Ladies U16s – paying homage to their own local idols.

The squad will begin reporting to St. George’s Park from next Monday, ahead of pre-tournament internationals against Nigeria at Wembley Stadium and Costa Rica at Elland Road.

The effects

Earned media includes:

Within 24hrs, video views on the FA’s Twitter post were at 2.9m, with its Facebook post on 1.6m.

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