The Sun#Tournamental

  • John Aitchison

The Sun went full-on Tournamental for The UEFA Euro 2016 Championship. For this brief we created a world-first by reacting to in-game action and producing content in real time to go live in pubs, train stations, airports, and roadside on more than 800 digital poster sites across the UK. This put The Sun at the forefront of fans minds and reinforced its position as every football fans No.1 choice for the tournament's best coverage. While England may have continued their trend for not picking up trophies, we picked up a bunch of awards for the work, including The Drum Out of Home Grand Prix, 2016. This is story of the work and its results.