Communicate with the fans in their channel and in their language, but use the creative power of an international brand. Try not to comment as a sports expert, but as a football fan.

In a physical room, a team formed of the agency and the brand followed the football matches and continuously created up-to-date postings which were then quickly approved and subsequently posted. The target was to react to every in-game event within 10 minutes - and this went for all 51 matches!

During four weeks, 500 pictures and animated GIFs were created to be posted in 15 European markets in 13 languages.