Budweiser needed to get more from their Premier League partnership, better aligning it with their overall brand positioning.

We worked with them from the very start - coming up with a strategy and core creative idea that was used to renegotiate their deal, based around a first-of-it’s-kind entertainment property to be co=produced with the Premier League and distributed through all its broadcast partners around the world.

The result was Behind the Game. A series that aimed to take the untouchable stars of the Premier League and humanise them in a way that would give audiences inspiration that they could take into their own lives - Budweiser’s brand role.

We brought together footballers and musicians over a beer and some bar games, with the effect being a lowering of the guard, and a kind of code switching which opened players up in a whole new way.

The 6-part series was broadcast in over 60 markets, with more than 1000 airings in total. The full social ecosystem delivered over 200million organic views, and more than 24million organic engagements. It generated more than 474 pieces of earned coverage.

In addition to the creation of the show, I also led the all-agency ‘IMC’ group - for the roll out of the campaign line and positioning - with Budweiser’s trade, design and media agencies based in New York