The concept of Hope United was developed by Saatchi & Saatchi, in collaboration with BT, with the agency developing the brand identity for the team, along with the creative … read moreaspects of the campaign including social media content, TV, OOH and press. The Hope United squad will all be supporting across social media throughout the campaign. As part of the campaign, a 90-second film, created by Saatchi & Saatchi and directed by Matilda Finn of Stink Films, premiered on BT Sport, during the UEFA Europa League Final on Wednesday 26 May, featuring members of the all-star squad. The film shows a powerful depiction of the shattering impact receiving online hate has. Saatchi & Saatchi also partnered with Nomad, a design studio with heritage in designing football related iconography, to design the Hope United kit, as well as Digitas to develop the Hope United website and Publicis•Poke on retail display and activation. Media buying has been led by Essence, PR by Pitch Marketing Group and sponsorship by Cake. The campaign will also feature a partnership with Reach PLC, who will support across print and digital media.
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