THREE
partnering three with hardman vinnie jones to deliver the pre-game team talk british men needed to hear
Challenge
Football is meant to bring people together, but with two-thirds of fans admitting to struggling with their mental health, and 1-in-3 never speaking about it, it’s clear football has a problem.
Strategy
Show, don’t tell, men the power of talking.
Idea
In partnership with Three UK, we launched #TalkMoreThanFootball — a campaign designed to spark open conversations among football fans.
We brought former footballer turned Hollywood hardman, Vinnie Jones, back to the changing room for a special ‘Team Talk’ to the nation, featuring Chelsea FC players, via a passionate monologue on an issue plaguing fans across the nation.
We launched the video at Stamford Bridge during Chelsea’s match against Manchester United, the campaign was amplified across TV, digital, social, and partner channels.
Impact
The campaign became Three’s most successful brand initiative to date, with a clear impact on audience sentiment.
75% of football fans who saw the campaign said they were more likely to check in on a mate as a result of the campaign .
The campaign delivered:
375 pieces of coverage
8x journalists attended premier league box hosting
9x interviews secured with Vinnie Jones
61% included campaign imagery
31 million video views
#7 trending on TikTok
75% OF FANS WERe MORE LIKELY TO CHECK ON A MATE
3m
video views375
pieces of coverage
