Cannes Lions

School of Pronunciation

DARE, London / HUAWEI / 2016

Presentation Image
Film
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Overview

Entries

Credits

Overview

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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