BT SPORT / The UNSEEN STATS

Stats and data dominate modern football discussion. But behind the cameras, online abuse is killing the game.

Using Artificial Intelligence, we measured the problem in real-time and surfaced the stats no one was discussing.

The data kick-started a nationwide movement, helped us author The Black & Whitepaper and shaped BT’s internal online abuse policy.

Awards: Silver & Bronze at Creative Circle, Gold, Silver & Bronze at the DMAs, Silver & 2x Bronze at The Caples, Silver & Bronze at Creativepool, Winner & Finalist at the Marketing Week Awards, Grand Prix Finalist at the DMAs, Winner at the I-COM Data Creativity Awards, Finalist at The One Show, Bronze at The Lovie Awards, Nominee at The Webby Awards, Highly Commended and Finalist at the Campaign Tech Awards, Highly Commended at The Drum Marketing Awards, Finalist at The Gerety Awards, Finalist at the DataIQ Awards

Role: Creative Director

Case Study / Surfacing the stats no one was discussing.

The Black & Whitepaper / Shared with influencers and used to shape BT’s internal online abuse policy.

Surfacing the Stats / Live DOOH and print, powered by our data and released over the launch weekend.

On-air Takeover / Branded on-channel assets across football, rugby, boxing, cricket, Moto GP and UFC.

Tech Tip / To help the public play their part, we also created a BT Tech Tip, featured online and as a 30” TVC.