The idea: Leverage how this target audience uses the web and digital media. They become content creators in a cause against ugly football. The Chain is one of the world’s longest user generated football video and is edited together from user submissions. The Chain has become a feast of homebrewed football moves from all corners of the globe, with one user passing the ball to the next.

The brand moves from being a speaker to being a facilitator of the message of the global movement for beautiful football. The consumers become the voice.