︎Lockdown footie


Lockdown is great for practising your keepy ups but not so great if you want to cheer on the creme de la creme of European football.
I sought to connect socially distanced football fans across Europe with the UEFA Champions League final in the world’s biggest Mexican wave.

The TikTok sponsored challenge and augmented reality trigger kicked off with football legends Fernando Torres and Marcel Desailly with celebrities Olly Murrs and Pixie Lott carrying the wave to over a billion impressions.
Unexpectedly, this ‘priceless’ experience grew from a much smaller brief for internal comms.
I filmed tests to demonstrate its potential to the client and reached out to TikTok to make it happen. As a project, I’m immensely proud of the result.

Creative Director: Adam Kirby
Client: Mastercard Europe
Agency: Studio La Plage

It’s great to see so many fans, including some familiar faces, come together to create something truly Priceless for the UEFA Champions League. A celebration we will never forget.” 

Jeannette Liendo, Senior Vice President, Marketing and Communications, Mastercard Europe

Adam Kirby 2023