Ladbrokes - Bring your wave

Sports fans had never felt more disconnected.

Ahead of the Euros, we needed a way to bring them back together and remind them of the collective joy only sport can create.

So what’s the single biggest, most connected moment in sport that includes both fans? The Mexican wave.

So we built a giant 360 campaign around creating one.

For the film, we worked with The Sacred Egg and shut down an entire city across five days to capture a living, breathing Mexican wave made up of thousands of fans.

For OOH, we extended the idea across the country, creating a never-ending wave of people flowing through iconic British scenes.

And as the nation was swept with euro fever, we continued activity with interactive sites at fanzones up and down the country.

And radio, we built a 360° soundscape, surrounding listeners with the roar and momentum of a wave rolling all around them.