Cannes Lions
DARE, London / HUAWEI / 2016
Overview
Entries
Credits
Description
Arsenal have famously had an array of foreign players in their squad that fans and commentators alike have struggled to pronounce correctly. Huawei, the Chinese phone sponsor of Arsenal, has also faced a very similar challenge, with no one knowing quite how to say their name either.
This led to the School of Pronunciation. An mock educational institution set up to help pundits and commentators alike learn how to pronounce those tricky to say foreign player names.
Execution
Using Arsenal’s large online following and football influencers a film of the School of Pronunciation was distributed across social media channels. Picked up quickly by core Arsenal fans this quickly made its way into the wider football community and beyond.
Outcome
First month:
Arsenal FB Video
220,797 views
12,630 likes
519 comments
1,466 shares
Huawei YT Video
114,342 views
500 likes
57 comments
Total views = 335,139
£75k spend
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