Challenge:
Develop something exceptional to celebrate the 85th anniversary of the football pools that could take them out of the sports pages and in to the front half of the newspaper.

Solution:
We created The Beautiful Game, an awe-inspiring fusion of football and ballet choreographed and performed by professional ballerinas from English National Ballet

·    The Beautiful Game re-created ten iconic moments of football history voted for by 20,000 football fans via the pools website

·    Two performances in London and Liverpool at theatres that had benefited from funding by the pools

·    Q & A at each performance with John Barnes, Richard Boardley and Jenna Lee

Results:

·    Feature coverage about the ballet including The Independent, Daily Telegraph, The Times, Guardian and Metro

·    Broadcast coverage included Sky Sports News, Football Focus, BBC Breakfast News, BBC 5 Live, Talk Sport, XFM London and numerous other radio stations.

·    Extensive online coverage

·    The Observer called it the best PR event of 2008