Every year, despite lifelong loyalty to a single team, avid football fans support rival players from rival teams when they create their fantasy football team in Dream Team, the online fantasy football league created by The Sun newspaper.
This unspoken taboo was the insight for this integrated campaign across print, social and online content including a film.
The campaign reached over 4 million on Facebook and more than 12 million on Twitter, beat registration targets and generated over £40 million in potential annual revenue.