ESPN x EURO 2020 - Extra Time

Brand Campaign / Film / Social / Strategy

Euro 2020 was poised to be one of the year’s most-watched, most-anticipated tournaments in the world of international sports. As its exclusive coverage provider, ESPN saw this prestigious, quadrennial competition as a defining moment for the brand to serve soccer fans like never before. But when a global pandemic postponed the tournament by an entire year, soccer fans were understandably bummed. So Preacher set out to reframe this extra year from disappointment into opportunity. “Extra Time” became our challenge to fans to find the silver lining in the new year-long delay and use the extra 365 days as a chance to become an even bigger fan. Utilizing a mixed media mash-up starring fan favorites like Cristiano Ronaldo and Kylian Mbappe to reflect the energy and intensity of the tournament itself, every aspect of “Extra Time” was made to amp up anticipation of the event's new arrival next summer. The work launched on July 12th—the original date of the Euro 2020 Finals—across television, social media, and ESPN’s digital channels.

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