Every year, even the most diehard football fans secretly support players from rival teams when they're in their fantasy football team.
This unspoken taboo was the insight for this integrated campaign across print, social and experiential.
The campaign beat registration targets and reconnected with subscribers. We even set up a cheeky confessions mugshot booth outside the Emirates, where Arsenal fans confessed to buying Kane. Don't worry. It’s not cheating when it’s your Dream Team.