EVEN THE BEST ONES CAN'T
(YCN Awards entry - developed with Andrea Sarnataro)
Think! asked for a campaign to promote road safety among young males in England and Wales, focusing either on drink or drug driving, country roads, or the use of mobile phones. We decided to tackle the last issue, through the proposal of different stunt activations involving famous football players.
PHASE 1: THE STUNT
What if a football player, while on the pitch, suddenly started texting?
What if this football player was Pogba, controversial, irreverent, and one of the most followed on social media?
PHASE 2: THE LIVE MATCH
The second activation will be a unique England vs Wales match where the players have phones and receive tweets from the audience. Everyone will be able to tweet to distract the team they want to lose.
Because everyone, no matter how good they are, are better if they do one thing at the time.
WHY I'M PROUD OF IT
Culturally relevant to the audience.
Not just another meaningless influencer campaign!
Plays on controversies, turning them into a force for good.