PROJECT: Three Lions

CLIENT: The FA / Sony Music

BRIEF: To provide the nation with an ‘anthem’ for the England hosted Euro 96 tournament and create a merchandising platform for The FA

CAMPAIGN: We put together the Three Lions project as a multi-media communication device for The FA and a marketing device for the FA emblem. Our strategic decision to bring in Frank Skinner and David Baddiel was to provide The FA with ‘brand ambassadors’ to whom the England football fans could relate, and who would guarantee multi-media exposure

RESULT: The song became an effective national anthem for England football, a huge merchandising success story, spread the feel good factor, achieved multi-media exposure and was The FA’s most high-profile and potent communication device. It also proved to enhance the atmosphere and experience within stadia around all England matches. The record twice became a No.1 hit, and the record company (Sony) provided The FA with a true marketing partnership