Best Seats in the House
Client: EE
Sector: Telecom
Role: Concept, Creative Direction
Demonstrating the power of EEs 5G network by connecting fans to the FA Cup Final through live, real-time experiences.
We used the FA Cup Final to flex the impressive muscles of the UKs first 5G network. From turning park pitches into the pitch at Wembley using AR, to walking through the doors of your local pub and being transported to the player tunnel at Wembley.
Increasing Wembley's 90,000 capacity, to every major city in the UK.
Real Fans. Real-time.
We did our research and found Graham Phillips. A lifelong Man City fan, who couldn't go to the final with his Grandson. So, it's Graham who appears in our campaign. We took him there through VR to sit pitchside with his family.
All the featured cast were real fans, watching the game as it happened - which made it all the more challenging to capture the whole experience.
“We wanted to support the launch of 5G in the UK with an equally ambitious campaign. To be the first network to launch 5G in the UK is a huge moment for the brand and we wanted to demonstrate all the possibilities that 5G can unlock for our customers – from augmented reality to virtual reality. In this latest campaign, we’ve worked with real people in real time to showcase what’s possible on real 5G networks. Rather than tell them a 5G story, we let them become the story.”
Pete Jeavons | Marketing Communications Director EE
Transplanting Wembley
Suprisingly, it takes a bit of work to teleport Wembley around the UK. Mapping and tagging local pitches took some deft work from the programmers.
But, the result when you held up your phone and saw a 5-a-side kickabout become the live final, that was pretty sweet.
Smuggler
DirectorHenry-Alex Rubin
Spencer Ferszt
AR development and IntegrationVisualise