The concept was shaped from the insight of two target audiences; Football Fans who seek the beauty of the game away from the floodlights and Photographers whose biggest dissatisfaction is the inability to capture images in low light.The solution was, Twilight Football, which was implemented as seven football matches played around the world at twilight, within 24hours.

The locations were selected for their beauty, where football had never been played, providing stunning backdrops to the creative ambition and unique experiences for competition winners.The locations:A floating pitch,VeniceA snow pitch,SwitzerlandA bull ring,SpainTintagel Castle,EnglandIguacu Falls,ArgentinaPinnacle Desert, AustraliaA game reserve,South Africa

The events exceeded all objectives in creating a ground breaking, multi-market campaign.

Additionally, a viral video created before the live events received:2.7 million views (target was 1.3 million)An average of 103,00 daily views, showcased on 927 websites2nd most viewed sports video in September356 ratings, average of 4 out of 5A 'Widget' received the following results:1.4 Million viewsShared in over 3,800 places online13 second average time spent before clicking through The Advertising Value Equivalent that was generated from the campaign being picked up in 14 global markets is currently at €10.7 Million.