The
Brief

Nationwide Building Society and The Football Association wanted to raise awareness and engagement of their Mutual Respect partnership – a grassroots football initiative reinforcing the importance of respect on and off the pitch.

Through extensive research of watching hours of football matches, we identified a consistent theme that the coin toss, which starts every football match, is the first moment of respect in every game. It’s a respected symbol of fair chance, but until now, no official coin has ever existed.

We felt bringing the Coin for Respect to life would be the perfect way to achieve the campaign objectives and using powerful and impactful video content featuring our talent, would bring the wider campaign to the fore.

The
Solution

/ PR

/ CONTENT

Arranged three separate shoots with the men’s and women’s England teams, plus England Legends David James and Karen Carney – we then edited the footage and stills into content to launch the campaign.

Edited additional content with England players attempting their own design, plus interviews with players discussing respect to encourage our target audiences to take part.

Got into the heart of the audience by working with two regional youth grassroots teams to film their players sharing their designs of what respect meant to them, driving home key messages with the niche target audience. As well as owned channels, this footage was also used by regional broadcast media.

Liaised with the local club of the winner to film the first use of the coin. To support the event Hatch sourced and designed various set dressings to ensure the match was staged with visible branding.

Hatch delivered a full end-to-end video that included pre-production planning. During pre-production the concepts were developed and the technical approach refined to ensure it was in-keeping with brand guidelines. The final video’s opening shot started in a clean follow-on from the end of the launch video, to give a nice flow from start to finish.