BT Sport


Agency: Wunderman Thompson


From the embers of the most remarkable Champions League season ever, a truth emerged. You just can’t write this stuff. So, we brought together the biggest brains in data - Google Cloud, Opta and Squawka - to do the unthinkable. Use Artificial Intelligence and big data to script the entire 2019/20 season, before a ball had even been kicked. The result? A 60-page dossier that ignited a global debate like nothing the football community had seen before. Released first to pundits, players and journalists, and then, to the world. The conversation erupted, turning a national campaign into a global debate in 44 countries. A campaign searched more than Brexit, Boris and Fantasy Football. Leading to 30% more BT Sport subscriptions, with just 26% of 2018 budget.

This professional campaign titled 'Unscripted' was published in United Kingdom in April, 2021. It was created for the brand: BT Sport, by ad agency: Wunderman Thompson. This Integrated medium campaign is related to the Media industry and contains 1 media asset. It was submitted almost 3 years ago.


Advertising Agency: Wunderman Thompson, UK
Chief Creative Officer: Steve Aldridge
Creative Directors: Christopher McKee, Richard Morgan
Executive Creative Director: Lucas Peon
Chief Client Officer: Matt Steward
Managing Partner: Andy Lane
Head of Strategy: Marcus Reynolds
Designer: Colin Smith
Business Directors: Joe McGlynn, Phil Watson
Senior Account Manager: Natalie Wilson
Producers: Sara Blackett, Greg Nicholls
Film Producer: Jonah Werth
Project Managers: Steve Hedge, Cathy Mears


Sign up for our newsletter

Don't miss out. Receive our free weekly newsletter to learn about the best creative work from all around the globe. We're keeping your email safe and confidential.