Inspired by Greeces' victory in Euro 2004, +10 is all about team. In response to growing cynicism of footballers as selfish showmen, and executing a strategy of inclusiveness, +10 builds connection between superstars and the everyday player. Every phase of campaign involves both ends of the football playing world, using every media available to drive accessiblity. The two main television campaigns blur reality and fantasy; the first was all about stars picking ten "nobodies" off the street, while the second was all about two Spanish boys picking their fantasy teams from their heroes, past and present.

+10 rolled out over 9 months.Phase 1: Worldwide PR, Posters announce team ethos in 35 countries. Linked to product launches: national kits, predator. Official World Cup ball, renamed "+Teamgeist." Italian Football Reality show launches +10 concept. Global Internet campaign exposes team virtues.

Phase 2: Recruitment campaign feature six 2 minute TV spots. Resulting "International" games, played the same evening, viewable online. 2 million kids participate in events in 32 cities worldwide. London event becomes Channel 4 program.

Phase 3: Two boys pick fantasy teams in TV campaign. Boys feature in music video.