BT

This campaign was all about shaking things up in the football world. BT Sport wanted to stand out, so Wunderman Thompson and Essence brought heat to the pitch—using data, drama, and a bold idea. Football’s full of surprises. You can’t script it… or can you? They teamed up with Opta, Squawka and Google Cloud to try the impossible: write a full season’s script before the first whistle blew. Then they dropped it into the hands of fans, pundits and players, and watched the chaos unfold. The result? A global storm of debate, headlines everywhere, and a serious boost in subs.