The Football Association wanted to announce England’s squad for the 2018 FIFA World Cup in a unique way.
We suggested that rather than the expected press conference, the nation’s football-mad youth should reveal which 23 players have been chosen by manager Gareth Southgate in a film directed by Dan Emmerson via Somesuch.
Young fans from across the country were enlisted to announce the players who will wear the Three Lions in Russia this summer abnd the film was launched via The FA's Facebook, Twitter and YouTube accounts.
The video was shot on location in Wembley plus towns and cities throughout England, youngsters – including players from grassroots teams such as Moorside Rangers in Manchester and Sheffield Wednesday Ladies U16s – paying homage to their own local idols.
The film was featured across national news including the BBC, Daily Mail, Express, Guardian, Metro and The Mirror. Within 24hrs, video views on the FA’s Twitter post were at 2.9m, with its Facebook post on 1.6m.