Next In Line
FEDEX
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Creative strategy
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Creative concepts / creative direction
FedEx briefed OneFootball to create content for their UEFA Champions League sponsorship, leveraging the competition's performance data.
First, we asked our audience what types of content they would be most interested in, surveying 18-35 year-old fans to help shape the creative. From their responses, we developed several concepts around the performance data theme, before landing on Next In Line, created and developed alongside our creative and production partners Third Man Run.
The branded content series delved into the data to showcase some of Europe’s brightest emerging talents from three different teams in the competition - Eduardo Camavinga (Real Madrid), Jonathan David (LOSC Lille) and Trevoh Chalobah (Chelsea). In their own words, they told us their origin stories and career-defining moments so far, on and off the pitch. The series was a hit for fans and FedEx, delivering huge reach, engagement and relevance on a global scale. 24.3 million views across OneFootball, 243k read articles, organic reach from players' teammates re-posting content, and full-page organic coverage in Champions Journal, the official UCL magazine.
Based on the success of the campaign, FedEx renewed for a second season with OneFootball, and together we created a fresh series featuring three more rising talents: Fikayo Tomori (AC Milan), Dejan Kulusevski (Tottenham Hotspur), and Nuno Mendes (Paris St. Germain).
