The Beautiful Game — Cannes Lions Winner
Turning football into ballet with the English National Ballet, for The Football Pools.
The brief
Re-launch The Football Pools by showing the money donated to good causes that went beyond football.
The strategy
Celebrating the scale of funding for the arts by connecting the arts directly with football in a surprising way.
The idea
The Beautiful Game – a football ballet that depicted the top 10 moments of football history through the medium of dance.
Choreographed by English National Ballet and premiered on stages in London and Liverpool. With cameos from World Cup winner Gordon Banks and a player trained in ballet, John Barnes!
The results
Gold Cannes Lion for PR.
Performances by the English National Ballet that reached a whole new audience.
Over 100 pieces of coverage.
A 39% increase in players in the year following the campaign.
Credits
Client: The New Football Pools
Agency: Resonate