This is Football



To celebrate the launch of Optus’ new and exclusive English Premier League platform. M&C Saatchi were tasked with building a campaign of a scale and impact appropriate for the world’s greatest sporting competition.


Lifting the Premier League rights from Foxtel was a momentous coup for Optus, with huge financial cost and infrastructural change associated.

From a communications perspective, the challenge was speaking in an authentic voice to die-hard fans and engaging broader sports enthusiasts. Inspiring Australia to fall in love with the Premier League all over again.

The level of complexity in bringing not only a new asset but an entirely new content delivery platform to market was immense.

The Big Idea

Our insight was rooted in the habits, the rituals, the passions and the heartaches of a Premier League fan.

To reach to this unique demographic, we needed to talk with an authentic voice of authority. With strength and conviction.

We needed to stand out. Be bold. Be different. Be world class. With a voice from a genuine fan with real heart.

Bringing to life a fan’s love letter to the Premier League.

The work was a collaboration of teams from across the M&C Group, renowned Director/DOP Ivan Bird (Guinness Surfers, Sexy Beast), sound designer Nick Rapaccioli (Leftfield), the indomitable talents of world-class actor and passionate football fan Idris Elba (The Wire, Luther), and our agency partners UM and Amobee.

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