Destination Champions League
Role: Creative Director
Last season’s Expedia x UCL work started with a lovely insight: football isn’t just sport, it’s a travel destination.
In fact, traveling to support your team in the Champions League is such an incredible experience, even the greatest players in UCL history regret never getting to do it… yet.
We launched this idea with a Drum Ad Of The Day featuring Cesc Fabregas, shot by Alex Hulsey who is going places.
Our intention was to then fulfil Cesc’s dream by taking him to a knockout game.
Instead, he became manager of Como FC and got them promoted to Serie A.
Fair enough.
Fortunately, we found a decent back up.
We also made Airport OOH that updated - in real time - with live scores of UCL matches.
But rather than the scorers, we saw travel destinations and activities.
A mammoth spreadsheet but a lot of fun.
And finally, we made an immersive experience for the Fan Zone at the final.
It genuinely made Alessandro Nesta shed a small tear.
