A month ahead of Russia 2018, the Football Association announced England’s FIFA World Cup team through some of the country’s most passionate young fans.
As well as the usual press conference and linked media and PR work fronted by men’s team manager Garath Southgate flanked by several suits, the FA simultaneously rolled out a social campaign starring enthusiastic young fans revealing which players are on the plane to Russia.
Working with creative agency Wieden+Kennedy London and director Dan Emmerson, young fans from across the country announced the England team via a video shot on location in Wembley and in towns and cities across England.
Junior players from grassroots teams called out support for their 23 favourite star players to unveil the squad and wish it good luck for Russia 2018.
The reveal spot, using the copy line ‘From The Nation, To The Nation’ and the #ThreeLions hashtag, was amplified by the FA across its Facebook, Twitter
For the nation, by the nation. The #ThreeLions’ official @FIFAWorldCup squad announcement. pic.twitter.com/YecUWPUZfJ
— England (@England) May 16, 2018
and YouTube accounts.
Comment:
Like the team itself, it’s not exactly cutting edge creative or an ambitiously revolutionary approach, but it does show a more contemporary approach to fan communication than one normally associates with the traditionally stiff-shirted suits at the FA.
Indeed, it continues to illustrate the fresher approach The FA has been taking to fan engagement in recent months: as also demonstrated through its previous #CupCollective dark social WhatsApp work (see case study) and its #ForAll diversity drive (see case study).
Links:
The FA
https://www.facebook.com/EnglandTeam
https://www.youtube.com/user/fatv
Wieden+Kennedy London
