The brief proposition was "WAGS mean business". The idea behind the campaign, to live across all marketing communications, was rivalry between the WAGS. The brief was to create a cut-through viral, bringing to life the campaign tagline of "the most brutal game of 5-a-side you'll ever see". The target audience was the young-at-heart (16-34 year olds), who love celebrities, fashion and gossiping about reality TV. The viral needed to get the target audience talking, reflect the glossy, fashionable content of the programme and have a sense of fun.