The FA: Euro 2024

The FA and England Football asked us to be part of their effort to change the perception of England fans by celebrating positive fan culture during Euro 2024.

We recruited a diverse and inclusive group of fans representing the full range of England fans across the country. These included an octogenarian, a visually impaired student, a Three Lions Pride member, and a supporter from the Apna England fan group. Under our close guidance, each fan documented their personal story and experiences following England, both at home in England and away in Germany during Euro 2024 through video, photography, and written word.

Through an agile, real-time production approach, we delivered authentic content throughout England’s journey in the tournament. Twelve films were published across The FA and England Football channels, including a fan-driven montage capturing a 'day in the life' of England supporters for the Final against Spain.

The result was a storytelling series that massively outperformed any other fan-driven content - with 2.18m reach and 4,208 total hours watched on Instagram, contributing to the larger FA campaign to drive positive changes in fan behaviour.

Through the eyes and voices of real fans, we were able to create a deeper connection between The FA and the England fanbase, whilst reinforcing a new and reshaped perception of the true nature of England fans.