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Richard Morgan
Richard Morgan
Director ejecutivo de creación at M&C Saatchi
Sydney, Australia
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TítuloThe Red Lioness
Agencia
Campaña The Red Lioness
Anunciante BT Group
Marca BT Sports
PostedDiciembre 2020
Sector Empresarial Servicios de telecomunicaciones
Sinopsis One billion fans tuned in to the 2019 Women’s World Cup. Yet, prior to November 2019, not one pub had committed to consistently promoting live women’s football in the UK.As primary sponsor of the Lionesses and exclusive broadcaster of the Women’s Super League, BT wanted to further accelerate women’s football into the mainstream.On November 7th 2019, the Red Lion in Moorgate, London was transformed into the Red Lioness – lighting the touch-paper that would spark a nationwide movement to change the way we view women’s football forever.With the addition of three letters, the UK’s most popular pub name became a defiant symbol of change, kick-starting a commitment by over 1000 pubs to screen and promote every live Women's Super League and Lioness match.This wasn’t just about creating a branded experience. It was about transforming culture and giving fans of the women’s game a place to call home.
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