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Whatever It Is, Cancel It

BT Sport

Issue 53 | January 2020

Background

The idea was to advertise the biggest football match of the year, without showing any football. Instead, there was one, simple message. Whatever it is, cancel it. Using #CantMissIt BT Sport offered fans the chance to win a VIP Champions League Final Experience in Madrid. All they had to do was tell them what they’d cancel to be there. Father’s funeral. Dream job interviews. Meeting biological parents for the first time. Anything to see the game. But eventually a winner was picked. Alexandre Simionel cancelled his child’s first birthday in Austria with family flying in from across the globe. Nice one Alexandre. Once the activation had gone live and fans were gripped, their bold typographical OOH campaign was launched, flooding major rail, road and underground locations over three days from 30 May to 1 June.

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