ROLE_

Creative + Art Direction

COLLABORATION_

Grey London

Glenn Kitson

Jamie Webster

Nick Eagle

The rules of football are changing!

For the first time ever, you can freeze a winning score on a leg of your accumulator, before the final whistle, when you see the scoreline you want. That leg now wins, even if the scoreline changes completely. And the best thing is… the ref cant do anything about it. You are in control!

AccaFreeze was an industry innovation and deserved a disruptive ad campaign to launch it to the nation. Working closely with Grey London and Director, Glenn Kitson, we concocted a campaign that demanded attention. A wondersub training tooth and nail for his big debut, about to step on the pitch and score the much needed equaliser, only for it to be meaningless to Alex, who froze the result in the 87th minute. The wondersub can have no effect on this acca.

Then a shorter, snappier articulation in digital media which took two forms. First, the launch media: which tears up the Fifa Official Rulebook for this new rule loophole. Second, the always on media approach: which reactively borrows match highlights from the weekend gone, and redacts the end result in favour of earlier scoreline. You can end the game your way with AccaFreeze.

The power is in the hands of the fans.