BEST SPORTS RELATED PROMOTIONAL VIDEO OR DOCUMENTARY
Carlsberg – “Thank you, Jürgen”: The Believers Brew – Hope&GloryPR
To promote Carlsberg’s partnership with Liverpool Football Club, the campaign took a seminal moment –the departure of LFC’s legendary manager, Jürgen Klopp –to bring the footballing community together.
Carlsberg created 491 bottles of “Believers Brew”, one for every game Klopp was in charge. With all proceeds going to the LFC Foundation.
There were 122 pieces of global coverage and the content had 75m+ social reach with 1m impressions and 20k engagements.
And most importantly, it raised over £107,000 for LFC’s “Walking Football” programme which has directly led to a 27% increase in participation
Billy Monger – Comic Relief – Soapbox
To support Comic Relief, former racing driver and double amputee Billy Monger set out to complete one of the world’s most gruelling endurance races — the Kona Ironman — aiming to break a world record in the process. The goal wasn’t just athletic; it was emotional, personal, and charitable. Our task was to capture this extraordinary journey in a one-hour BBC One documentary that would resonate with a broad audience and drive significant public donations.
This was a major opportunity to tell a story that transcended sport. At its heart was Billy’s relationship with his father, a quietly powerful thread that gave the film emotional depth. We balanced complex stakeholder needs, from the BBC’s editorial independence to Comic Relief’s charitable goals and Ironman’s brand control, through careful negotiation and storytelling clarity.
Over 12 months, we followed Billy through the highs and lows of training, physically and emotionally. The resulting film earned critical praise for its sensitivity and narrative impact, helping to raise over £1.5 million for Comic Relief. More than just a documentary, it became a national moment proof of the power of long-form storytelling to inspire, engage, and drive real-world action
Fortemus Films & EA SPORTS – F1 25 Reveal Trailer
Each year, EA SPORTS unveils a new cover and trailer to launch the latest edition of their F1 game. In anticipation of F1 25, EA sought to create a high-energy campaign centered around Lewis Hamilton. This campaign was crafted to generate excitement around the game while marking a historic moment, Hamilton’s debut season as a Ferrari driver. For the trailer, we created a set build to mimic a contemporary living/games room. The design also contained hints of his new team with a horse statue, a red racing car, his iconic 44 helmet and of course his race suit itself. We captured footage of Hamilton putting on a record, walking around the space and playing the new game. We wanted to create complex shots so had the challenge of using a rotating camera to create fast paced transitions.This footage was then incorporated with EA F1 25 game play to the song ‘How Do You Like Me Now’ by The Heavy.
Meet the Hammers: West Ham United FC & INTUIT QuickBooks
In April 2024, Intuit QuickBooks joined West Ham United as the Club’s Accounting Software Partner, becoming Official Sleeve Partner for both the men’s and women’s teams in July 2024.
‘Meet the Hammers’ was one of the first major co-created campaign between the Club and Intuit QuickBooks, centred around a standout promotional video that highlighted the importance of the right support and the value of having a team you can rely on, in football or business.
Developed by West Ham in collaboration with Intuit QuickBooks, the campaign placed players into real small businesses at the heart of the Club’s local community in Essex, celebrating teamwork, graft, and building a strong operation, whilst championing the businesses that keep East London moving.
Launched from mid-January to mid-February 2025 to coincide with Self-Assessment season, the campaign featured stars including Kudus, Álvarez, and Women’s captain Gorry. Content ran across both brands’ channels as part of a coordinated social strategy.
Generating 1.6M+ impressions and 719K+ views. £5K paid media drove 14.4K+ clicks to QuickBooks’ website. One co-branded post was the most engaged asset, with 210K+ views.
‘Meet the Hammers’ brought the partnership to life that felt relevant to fans, local businesses, and the wider football community.
Paris 2024 Campaign Film: We Never Settle – Sanofi
To develop any new drug takes a decade on average. For Sanofi’s R&D scientists, that’s a unique challenge – a story of extreme perseverance and resilience, captured in our strapline, We Never Settle. And with Sanofi sponsoring Paris 2024, we saw a way to bring that to life by mirroring it with the unrelenting determination of an athlete. But we could do more – not just admire the way athletes and scientists back themselves, but show how that self-belief was powered by the backing of others, the people who Ignite Our Potential. Soft-launched via six individual backstory films on two Olympians, two Paralympians and two Sanofi scientists – emotional tributes to the mentors, family and friends who believe in us and keep us going – the final film weaves together all six stories into one message of individual endeavour and inspirational support.
The film premiered at a major internal athletics event (the “Sanofi Cup Final”) on 4 June 2024 at Stade Charléty, Paris. The film and backstories were released on Sanofi’s intranet, website, internal/external social and internal screens (total reach 30.6M, views: 9.1M). During the Games, a complementary DOOH campaign ran across Paris.
Rounders England
Rounders England is a small National Governing Body working to safeguard, grow, and develop the game of rounders across the country. With a predominantly female player base spanning ages 13 to 74, and a strong focus on inclusivity and community, we wanted to challenge outdated perceptions of rounders as just a schoolyard game.
Partnering with Sticks and Glass, we created a 15-minute documentary showcasing the sport’s rich heritage and modern evolution. Filmed during the winter off-season, we turned challenges into creative opportunities, highlighting rounders as a year-round, accessible sport. The video featured archive footage, grassroots gameplay, and heartfelt interviews with players and coaches, sharing personal stories of confidence, connection, and community.
The documentary also shone a light on the sport’s talent pathways and adaptations for inclusivity, from sensory rounders to modified equipment. Short-form clips were shared across TikTok, Instagram Reels, and YouTube Shorts to reach new audiences in engaging, mobile-friendly formats.
The video exceeded its targets, gaining over 500 views in the first 24 hours and surpassing 3,000 by the end of the first month. More importantly, it sparked a surge in website traffic and player interest, redefining rounders as a thriving, inclusive sport for all ages and abilities.
The England & Wales Cricket Board – The Space Between
England Women’s Cricket: Next Level Campaign
The Challenge: With no home Ashes or World Cup in 2024, England Women’s cricket faced fierce competition from Olympics, Paralympics, and UEFA Euros for fan attention during their New Zealand series.
The Solution: The Space Between created “Next Level Cricket” – a bold creative positioning showcasing England Women as elite entertainers. The hero film transformed Lord’s Cricket Ground into the team’s playground, featuring captain Heather Knight and squad executing spectacular trick shots throughout the iconic venue.
The Execution: Players demonstrated pinpoint accuracy hitting commentary box windows, dismantling “keep off grass” signs from rooftop terraces, and playfully renaming Lord’s to “Knight’s.” The content balanced swagger with skill, positioning women’s cricket alongside major sporting events.
The Results:
500,000 views and 18,000 engagements across social media
Significant increase in reach among non-ECB followers
Increase in ticket purchase consideration
Boost in engagement among men’s cricket fans
23 pieces of national media coverage
The Impact: Successfully elevated women’s cricket perception while driving tangible commercial results.
The Football Association – Hope&GloryPR/Little Thief Studio
The Football Association wanted to dispel some myths about what it’s like to attend a football match and showcase “the love of the game”.
To do so, we turned the cameras on the fans, capturing the experience of “first time fans” as Thomas Tuchel took on his first England game. Each of our fans was micced-up for sound to capture their reactions, whilst nine cameras were set up across the ground to capture their first experience in the stands.
270 minutes of footage were then edited into captivating, made-for social films turned-around in just 36 hours (before the next England game), ready for Instagram owned channels and re-cut for social-first publishers across the football eco-system.
Overall 9.2 million people watched the film. Post campaign research found that the “First Time Fans” film was recalled by over 56% of self-identifying “football fans”.
87% of them said the content changed their perceptions of what football fans at live games were likely to be like as people. 92% said that it made them think that going to their first game would be a positive experience.
Of those who recalled the campaign, 72% said that they were more likely to consider attending a match.
