CAMPAIGN:
BEST WORST TEAM, SEASON 3
GEN Z KNEW THE LINE.
THEY DIDN’T KNOW
THE BRAND.
THE RESULTS
+2PP
Brand consideration
+11%
Brand awareness
52%
Peak likeability among 18–34s, ahead of Red Bull
+14%
Incremental reach and brand recognition
635
Pieces of coverage
25M
Views
THE STORY
Everyone under 35 could finish the sentence. Almost none of them had grown up with the ads behind it. Should’ve gone to Specsavers was nationally famous, and to Gen Z it was somebody else’s joke.
THE CAMPAIGN
GRASSROOTS
IMPERFECTION.
Football fans already used the line on every VAR howler, so we made Specsavers the champion of grassroots imperfection. A nationwide search, one Best Worst Team, a six-part YouTube series with Redknapp, Toone and Neville, amplified through The Rest is Football.
