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Top 6: June 2nd 2021

BT: Hope Beats Hate

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Top 6: June 2nd 2021
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 aspects 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.
Credits Other credits

Designers: Nick Roberts, Steve Tinkler, Marco Balducci, Marcos Almeida, Amy Fry. Nomad Studio.

CEO: Sam Hawkey

Planners: Richard Huntingdon, Ed Hayne, Eloise Sykes

Managing Partner: Jon Tapper

Account Team: Richard Sweetman, Fergus Waddell, Liz Maunsell, Rania Kouros, Gabi Dwek, Alice Schweigert

Media Buying Agency: Essence

Media Planner: Michael Bensley, Shane Murphy, Tom Kislingbury, Christina Petrou

Editor: Leo King

Producer: James Waters

Post-Production Company: The Mill

Audio Post-Production Company: Factory

Photographer: Shamil Tanna

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