Because football.

Working in partnership with UM and Mundial Magazine, we created a campaign for Optus Sport that tapped into the unique mindset of true football fans.

There’s no one quite as passionate as a Premier League fan. Or so we thought. But Australian fans are even more diehard than their English cousins, rising in the early hours, kitted out in their team colours, to shout at the screen and cheer their team on from afar. Based on this insight, our village media partner UM came up with the ingenious strategy of partnering with the world’s most fanatical football publication, Mundial Magazine.

Following the 2018 World Cup, Optus needed to re-establish trust with the Australian Football community. Focussing on Optus Sport’s exclusive Premier League coverage, together with Mundial, we trekked around the country to track down these true football lovers and tell their stories through a multi-faceted, content-driven campaign. The reason for their die-hard fanaticism became a defiant campaign mantra – Because football.