In 2016, the Premier League rebranded, ditching the Barclaycard sponsor for the first time in their history.

Our campaign was all about putting the fans back at the centre of football, speaking to the emotional truths that all fans experience.

They ran as print ads around the country, and in every matchday programme for the opening game of the season.

A small project but we’re proud of it.

‘The fairytale begins here’. Fittingly, that was the season Leicester City won the title. We take all the credit.

Made at RKCR/Y&R, London.