To dominate the conversation around the 2012 European Championships, without officially sponsoring the tournament, and sell more football apparel than rival brands during the peak retail moment.

We identified an emerging breed of football player. Younger, smarter, and scared of no-one. Driven by the hunger to succeed. Armed with new tools and product innovation. Ready to step out of the shadows if given the opportunity.

We developed an idea that would celebrate this next wave of players by fuelling their hunger on and offline. An integrated campaign provoked and rewarded the young players’ thirst for the sport and we worked with Nike to develop real world events in which kids could participate. So we flipped the traditional AV model: rather than creating a film for TV and running a version of it online, we devised a film created for the internet, a version of which ran on TV.

People were spending on average over six minutes with the campaign online – a record-breaking dwell time in 2012. The content clocked up 2,618 views per minute in the first 48 hours post launch. After four weeks there had been a total of 35,500,000 views.