THE BRIEF
Summer 2021 was the summer of football. As Euro 2020 made its long-awaited return to our stadiums and screens, PUMA had three players in the national squad, Jordan Pickford, Kyle Walker and Harry Maguire, but no tournament rights. Our Task, shout about these players and the tournament in a creative (non-rights infringing) way.

THE IDEA
Create a tournament of our own. A social escape room, created and played entirely on Instagram.

THE EXECUTION
We hacked the IG grid format, turning accounts into rooms in our fictional tournament training camp. Each room had clues to crack, some were dead ends, others had prizes, and a few had players. ​We even hired some ‘assistant detectives’, Chunkz and Harry Pinero, to promo our game and offer tips and tricks throughout.

2 Promo Films. 15 Instagram accounts. 18 pieces of exclusive content. 135 captions. Over 1 million views…this project was a real labour of love.

THE TEAM
Client: PUMA
Art Director: Alistair Dixon
Creative Lead: Issie Mandry
Account Lead: Amelia Palfreyman
Social Director: Kat Harding
Social Account Executive: Rosie Featherstone
3D Designer: Dano Battista
Content creator: Micheal Bailey
Designer: Lewis Oliver
Production Company: High Stakes Films
Director: Ben Wrigglesworth
Producer: Sophie Oller