CURLY BRINGS BT ‘PLAYMAKER’ CAMPAIGN TO LIFE WITH INSPIRING NEW TVC

Richard Guy – October 12, 2020

This week saw the Cake (Havas) launch of the BT Playmaker campaign in partnership with The FA. The campaigns ambition is to create the most inclusive, accessible and skilled grassroots community in the world. At the heart of the campaign is an inspiring ad for TV and Social: ‘The Club’, which ran across the opening weekends of the 2020 Premier League season. It was an end to end production by Curly who managed film production as well as casting/ music composition and delivery / play-out to TV & Social platforms.

‘The Club’ was watched by a million people on launch day and featured a further 160 times on BT Sport during September 2020, which led to a 57% increase in enrolments to the Playmaker course.

Cake’s campaign was conceived in collaboration with BT and the FA and bought to life by Curly and director Dominic O’Riordan with his lifetime passion for football. It celebrates grassroots football and encourages often under-represented groups to get involved in the game.