UK broadcaster Channel 4‘s ‘It’s Just A Friendly, Honest’ campaign aimed to encourage good natured rivalry between England and Scotland supporters and build buzz ahead of the 12 September England and Scotland men’s friendly game: the latest match in the 150-year rivalry – the oldest in international football.
From the broadcaster’s own perspective, the multi-channel promo set out to be neutral in terms of team support whilst encouraging healthy competition between the two nations and their fans.
The campaign, created by 4Creative, spans TV, paid social, print and out of home and was spearheaded by a 20-second TV spot with commentary from an England fan and a Scotland fan backing their respective teams.
The ad blends archive footage of matches with contemporary footage of current players celebrating their victories. It features an England fan claiming that their team is the ‘favourite of the football gods’ while the Scotland fan argues that ‘everyone loves the underdog’.
Scotland v England Friendly from 4creative on Vimeo.
The anchor ad was supported by out-of-home and press ads featuring fan-made football flags with playful taunts sewn into them.
The campaign was created by an in-house team at 4 Creative led by creative duo Zoe Nash and Sali Horsey, while media planning and buying was handled by OMD.
“Who other than Channel 4 would do a football campaign championing support for both teams?” said a PR statement by the publicly owned UK media company. “As a broadcaster proud to serve the length and breadth of the UK, both English and Scottish fans are our audience – this campaign is a true celebration of, and play on, being altogether different.”
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