BT Sport

Believe It? Now See It.

Credits

Junior Creative
Hemi Patel

Creative Director
Myself

Design Director
Rodrigo Castellari

ECD
Will John

Directors
A Common Future @ Unit 9

The brief

Launch the start of the 22/23 Premiership season for BT Sport with a memorable, integrated, fan-centric campaign.

The Idea

Belief. As a football fan you have to have it. But Neymar signing for Newcastle? Bournemouth qualifying for Europe? Are these wild predictions genuine belief or just bravado? We wanted to put them to the official, scientific test… at a top neuroscience lab.

The execution

We filmed 20 fans, one from each club, undergoing an MRI scan to test their belief in their club and their predictions for the up and coming season. Before revealing the results to the fans live with the help of Robbie Savage and Lynsey Hipgrave … These beliefs were then used in a series of 20 OOH contextually placed around stadiums around the country.